EMAIL, SMS

& RETENTION

When For:Human™ approached us, they weren’t looking for another copy refresh. They weren’t even sure what they needed. All they knew was that their growth had stalled, their team felt misaligned, and their most important product was being misunderstood — both internally and externally.

At first glance, their brand looked sharp, their design was polished, and their leadership team was seasoned. But under the surface, things were noisy. Sales conversations dragged. Onboarding was inconsistent. And the language they used across pricing, team training, and marketing collateral shifted week to week.

It wasn’t a visual problem. It was a narrative one.

Discovery

We kicked off our project with a thorough narrative audit, diving deep into various resources such as presentation decks, proposals, onboarding processes, and internal documentation. To gain a comprehensive understanding, we conducted interviews with team members from different departments, including product, marketing, and sales. Our goal was to map out how each team articulated the offer, the overarching mission, and the unique value proposition of our services.

What we discovered was striking. Each department had its own terminology and perspective. The sales team referred to our solution as "a workflow layer," emphasizing its functional aspect. Meanwhile, the marketing team described it as "an empathy engine," highlighting its user-centric approach. The product team, on the other hand, viewed it as "a platform to build with," focusing on its developmental capabilities. While each description held a grain of truth, the lack of a unified narrative created confusion.

This disconnect led to significant friction, not only among our users who struggled to grasp our core message but also within our own team. The misalignment in understanding hindered collaboration and made it challenging to present a cohesive front to our audience.