Your first customers already trusted you. Your next ones don’t. Yet.
I get your leadership team to agree on who you matter to and why. Then I turn it into words your sales and marketing teams use every day.
Typical homepage headline
The all-in-one platform for modern care teams.Level 1. Your competitors say this too.
Same product, buyer’s words
Get your nurses home on time.Level 3. Now it’s about them.
SOUND FAMILIAR?
What got you here won’t get you to the next stage.
Your early wins came from investors, friends, and a few brave early adopters. That trust did a lot of the selling. Now you’re pitching strangers, and the story doesn’t hold up on its own.
You raised money and hired a sales team. Deals still drag. Buyers line you up against four other options and ask for a discount. Your reps say they need more leads.
Everyone is pitching a slightly different version of the company, and the website and deck say something else again. That’s normal. What works with people who trust you doesn’t work with people who don’t.
Look at your own numbers. What share of calls become demos? How many demos does a deal take? Those are message problems as much as sales problems.
TRY THIS
What makes you different?
Now, answer without naming a feature.
Ask three people on your leadership team.
If you get three different answers, you’ve found the stumbling block.
That stumbling block is why deals slow down.
When buyers can’t tell you apart, they compare features and price.
HOW I THINK ABOUT YOUR GTM
People decide with emotion, then justify with numbers.
I built the Micules Hierarchy of Business Messaging to sort every line of marketing by the question it answers for a buyer.
Level 1: Does it work?
Level 2: Can I trust it to work the way I need it to?
Level 3: Do they understand my world?
Level 4: Will choosing this make me look smart?
Level 5: Will it help me become the leader I want to be?
Most websites and sales decks stay at Levels 1 and 2. Buyers make their decision at 3, 4, and 5.
When your marketing lives in features, buyers compare features. That’s when deals slow down and discounts come up.
I don’t care what you think your product does. I care what your customers say it does for them. Everything in marketing has to come from, and speak to, the market
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Level 5Identity
“Who do I become because of this decision?”
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Level 4Esteem
“Will this decision make me the person who solved the problem?”
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Level 3Belonging
“Have others like me been able to solve the same problems with this?”
Transformation zone Where buyers make decisions
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Level 2Trust
“If I choose this and it fails, what happens to me?”
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Level 1Function
“Does this product do the basic thing that I need it to do?”
Table stakes Where most company messaging lives
WORKING TOGETHER
Five steps from what you’re saying now to what buyers need to hear.
1
The Current State Scorecard
I put your website and sales deck next to three competitors and score all of them on what your buyers care about. You see where you’re losing and why. We walk through it with your leadership team.
2
The Leadership Session
I sit down with your leadership team and ask hard questions until you agree on who you matter to and why.
3
The Discovery Interviews
I talk with your customers and your sales reps to find the words that actually land.
4
The Informed Brief
Your marketing team gets one comprehensive brief to build everything from: the message, the proof, and the creative direction.
5
The Ongoing Guidance
I help your team put The Informed Brief to work and teach them the thinking behind it. If it helps, I say on as a guide or director.
If you lead sales or marketing: an outside view gives you the evidence to get changes approved. Your team stays in charge of the work. I give them a sharper starting point and a reason behind every choice.
See how I think
Every week on LinkedIn, I score a real company’s homepage. That’s the free version.
The teardowns show what I look for. Where the message stops at features, where buyers stop caring, and what a stronger line would sound like. The Scorecard is the private version: your website and deck next to three competitors, seen only by your leadership team.
“Our nurses finally leave on time.” Director of Nursing, customer since 2024
- 1. Says what it is. Not why it matters. Level 1. Three competitors could swap their logo onto this line.
- 2. Table stakes. Level 2. Buyers assume all of this before they ever visit.
- 3. Best line on the page. Buried. Level 3. The customer already wrote the headline.
Scorecard snapshot
Talks at Levels 1 and 2. Buyers decide at 3, 4 and 5.
RESULTS AND REFERENCES
I created and led the Ultimately Human campaign for GE Healthcare in the Americas. Based on the positive business results they saw in North America, GE Healthcare Europe picked it up and launched it to the UK, and the campaign video won the 2024 SWAAY Video of the Year award.
“Cameron’s value is in how he thinks, and then how he turns that thinking into something actionable. He is easily one of the most creative professionals I have met in my career, and from brand positioning to marketing strategy to hands-on execution, he’s been a huge asset to every company I’ve brought him into. There’s a reason I keep calling.”
Steve Robertson, MSc, ICD.D
Serial Entrepreneur, Investor, CEO/Founder
“Working with Cameron was part discovery tour, part masterclass in strategic brand thinking. His ability to guide us on a journey made it clear to me from the start that his process would end with success. His skill in iterating, collaborating, and quietly herding so many disparate opinions and agendas is a testament to his expertise.”
David Pawelke
COO, MAJIQ Inc.
“Cameron is one of my go-to strategic creative partners for brand work. Every time I bring him in, he brings sharp instincts, a ridiculous amount of research, and a creative approach that gets clients aligned fast. Our clients love him which helps us build trust, accelerate decisions, and grow the business. He’s a force multiplier.”
Dilya Abushayeva
CEO/Founder, Maavus
From startups to Fortune 500, I’ve had the pleasure to deliver branding, messaging, and marketing strategy to dozens of organizations across North America. Here are a few:
ABOUT ME
I’ve spent 25+ years asking “so what?”
I started at a Toronto video agency, turning client briefs into videos for brands like the Leafs, the Blue Jays, and BMO. Often that meant improving the brief before we could make anything.
Then I spent 17 years at PointClickCare. I was the one in the room asking “so what?” until someone finally said the thing that mattered to the customer. That’s what I built campaigns on.
I still work the same way. I dig through the research, listen for the thing people mention in passing, and connect it to what buyers care about. Video taught me how stories land. Design taught me how they look. Leading marketing taught me how they turn into revenue.
Find what makes you worth choosing, and make it impossible to miss.
START HERE
Let’s look at what your marketing is and isn’t saying.
The Scorecard shows your website and deck through a buyer’s eyes, next to three competitors. You’ll see what’s working, what’s missing, and where deals are losing momentum.
Want to see how I think first? Read a teardown.