Businesses sell products and services. Customers buy solutions to a challenge, may it be factual (i. e. better business processes) or emotional (i. e. prestige) or both (the promise of success). That’s why good corporate, brand and product communication is about being a trusted mediator; agile not just in sending messages but in being responsive and getting all stakeholders engaged in open-minded dialogue.
This, of course, needs knowledge. I have to know the product as well as the business and the prospective customers; I need a keen understanding of the market. That’s why my projects almost always start with research. And it’s also why I specialize in B2B, technology, business services and IT.