Clear Communication
PROBLEM: Borland Software was set to present an application to a national conference of IT executives and professionals. The application was designed to speed up the entire software development process by ensuring real-time quality control and client participation. Our client knew the application’s technology and benefits were truly impressive, but they didn’t know how to best introduce it to a historically jaded audience.
INSIGHT: Our client was concerned that the application’s introduction would be lost in the tech conference’s daily hype-fest. Our research revealed that typical messaging presented to IT conference attendees was highly technical, dry — and, frankly, deadly dull.
However, we recognized that the core benefits of our client’s new application were rooted in the very human and personal need to be heard and actually understood. In real time.
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