Strategy

Peter Drucker said, “There is nothing so useless as doing efficiently that which should not be done at all.” Strategy is fundamentally about making better choices; but this is always in context of the company’s culture. What choices are available, and which can the company best embrace and execute?


  • Strategy, tagline, sales PPT, case studies, whitepaper, website copy, product one-sheets and more for a global leader in Advanced TV
  • Strategy, tagline, whitepapers, bylines, lead generation and more for a leading white label marketing services company
  • Marketing strategy for a leading functional immunology company
  • Brand strategy, tagline, whitepapers, explainer videos and more for a leading ad tech company
  • Brand strategy, brand name exploration and more for a growing Industrial Internet of Things (IIOT) infrastructure company
  • Brand repositioning, lead generation, website copy and more for a leading marketing neuroscience consultancy
  • Sales presentation (PowerPoint) for a major U.S. financial services company
  • Sales presentation (PowerPoint) for a major U.S. life insurance company
  • Name and tagline exploration for a major Industrial Internet of Things (IIOT) company
  • Name and tagline exploration for a leading white label marketing services company

Writing

Writers who don’t understand strategy and who have never done it for a living often fail at business writing. Good B2B writing has punch and clarity, and can move markets. There’s no gap between strategy and execution: they are perfectly aligned.


  • Copy for a brand innovation project for a top global beverage company
  • Web copy and gated content for a leading Marketing Neuroscience consultancy
  • Annual Report and website copy for a pioneering biotech company
  • Byline ghostwriting for a top cold chain logistics company
  • Byline ghostwriting for CEO of a fast-growing Enterprise Mobility Management software company
  • Byline ghostwriting for several start-ups in the Cannabis business
  • Whitepaper for a top data onboarding company
  • Voice (smart speakers) whitepaper for a top media company
  • Point-of-purchase display whitepaper for a top global beverage company

"Tom has a great strategic brain, a rare ability to distill complex ideas into clear language, and can race up any technology learning curve crazy fast."

— Brandon Kaplan, CEO, Skilled Creative

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