How We Think

Ideas for companies with something complicated to say.

Notes on reputation, demand, pipeline and the strange gap between what a company knows and what its market understands.

2026-05-14 · 7 min read

Why complicated companies have a communications problem before they have a marketing problem

Why isn’t our marketing working when our product is genuinely better?

2026-04-02 · 6 min read

How reputation affects the sales pipeline

Does corporate reputation actually affect revenue, or is it a soft metric?

2026-03-11 · 6 min read

Why your CRM is a communications platform

We’ve implemented the CRM. Why isn’t it producing pipeline?

2026-02-20 · 5 min read

Nobody cares about your technology

Why do technically superior products lose to worse ones?

2026-01-29 · 6 min read

When public awareness becomes part of product adoption

When does a company need a public awareness campaign rather than marketing?

2025-12-04 · 5 min read

Why infrastructure brands need human stories

How do you make industrial and infrastructure work emotionally compelling without being sentimental?

2025-11-13 · 7 min read

The difference between explaining a product and creating a category

Should we position against competitors or create a new category?

2025-10-08 · 5 min read

What sales actually needs from marketing

What should marketing give sales beyond leads?

2025-09-17 · 6 min read

Turning subject matter expertise into a lead-generation engine

How do we produce credible technical content when our experts have no time?

2025-08-21 · 7 min read

AI is changing what communications teams are responsible for

How does AI search change corporate communications?

What are you trying to move?

A reputation, a pipeline, a market position, a launch. Pick a way in.

Boisvert-Gayle™ | BGprod.

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