“What is most personal is most universal.”
Carl Rogers
Psychologist and Humanist
Welcome to First Person Strategy.
We help brand teams and organizations develop effective and inspiring messaging strategies by teaching how to communicate in a more personal way that has more universal impact.
This personal approach to messaging strategy makes a brand more attentive, more connected and more trusted.
And we believe that in a world increasingly overrun with faceless data, paying attention to the individual has never mattered more.
What We Believe
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Brands often talk about people as consumers or targets using generalities and labels.
We as humans see ourselves as individuals.
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Brands often tell people who they should be without understanding who they are.
We as humans reveal ourselves through statements such as I believe, I am or I hope to become.
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Brands often sell to people without knowing what they really need help solving.
We as humans want to feel seen and understood.
What We Do
We have a number of ways to help organizations craft effective, inspiring messaging strategies. We teach brand teams the mindset and skill set to listen like psychologists, think like strategists and write like journalists.
Empathic Listening
Learn to hear the whole person to uncover and respond to the most meaningful tensions in their lives.
One to One Immersion
Create interactions that allow you to step inside the perspective of an individual.
Brand Narrative
Build someone’s story from their perspective and in their voice to create a narrative that motivates in a more meaningful way.
Creative Development
Design a better creative briefing process that embeds personal insight into your brand’s perspective.
More personal messaging, more universal impact.
I began First Person Strategy to help brands create more meaningful connections with people.
I've spent nearly three decades interviewing thousands of people about brands and messages across a range of industries — consumer packaged goods, beverages, pet food, apparel, retail, healthcare and financial services. I've helped clients develop more relevant marketing strategies and more compelling brand communications by paying careful attention to the meaning and motivation behind people's words.
As a seasoned researcher, strategist and moderator, I'm able to uncover powerful insights and use them to help brands speak with a more personal voice.
Prior to starting First Person Strategy, I was a founding partner & owner of RealityCheck for 25 years, and before that I worked in strategy at advertising agencies around the world.