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The gap between intent and impact
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Hi Reader, There is often a significant gap between what we think we deliver and what our clients actually value. We tend to operate on a comfortable assumption: that we know exactly why our best clients chose us. We assume it is our "innovation," or perhaps a specific feature we worked hard to build. But as I discussed recently with Diana Southall of Atlas Alignment in one of her WNY Growth Club interviews, this assumption is often a blind spot. When we rely on our own internal narrative, we miss the actual drivers of the relationship. We miss the specific Fit, Value, and Impact that actually move the needle for our customers. Diana and I explored how to replace this guesswork with deep insight. We discussed how to move beyond surface-level testimonials to capture the kind of customer stories that actually sharpen your strategy and clarify your ideal client profile. If you are interested in closing the gap between how you sell and why they buy, you can watch the full replay (and the rest of Diana's interviews) here: www.AtlasAlign.com/events Stay rooted and keep building, |
Strategic video that speaks your client’s language
Join the list and get behind-the-scenes insights, real client examples, and the latest on rootThread videos - our AI-assisted video process built to uncover messaging that moves.
Hi , Booking a crew. Finding a quiet location. Blocking out half your day. Traditional video shoots can be a massive drag on your calendar. When Mia Moreno of USC’s Office of Research and Innovation needed to capture founder success stories leading up to a massive 300-person event, she didn't have hours to spare managing a camera crew. So we used the vidwheel remote workflow instead. Mia says it best: You don't need to sacrifice days in your schedule to get high-impact video assets. We make...
Hi Reader,A testimonial is just a performance. Right? You set up the camera, you ask the client to say nice things, and you put the prettiest quote on your website. But what happens when the client says something you didn't want to hear? "The product is amazing, but honestly, the onboarding process was incredibly confusing." Through the lens of a traditional testimonial, that quote is a mistake. It gets left on the cutting room floor. But for a business owner? That quote is pure gold. It is...
Hi Reader, I had two conversations yesterday that touched on the exact same point. A lot of companies feel behind because they don't have a massive marketing plan. Funnels, ad buys, SEO. But for most of us, honestly? That's fine. If you don't have a complex strategy, the fix is actually right in front of you: Your current best clients. You don't need a complicated strategy or a massive ad budget if you have a current client explaining exactly how you improved their business. But you can't...