For three decades, we've helped companies in healthcare and engineering clarify their positioning and accelerate market adoption. We've sharpened countless brand strategies, translated complex innovations into compelling narratives, and created content that turns stakeholders into advocates. But here's what we hadn't done: apply that same rigor to ourselves. Our previous positioning—"Make your mark"—was aspirational and energizing when we created it. But over time, we realized it didn't capture what we actually do or why it matters in today's market. So we did what we ask our clients to do: we challenged our assumptions, listened to the market, and got clear about our value. The result is our new positioning: Making complexity clear for every stakeholder. Here's the thinking behind it.

Something's shifted in B2B sales over the past couple of years, and if you're in healthcare or engineering, you're probably feeling it more than most. We've been talking to sales teams and marketing leaders in these industries, and the same themes keep coming up. Buyers who've already done most of their homework before the first conversation. Sales cycles that stretch out over a year with buying committees that seem to grow every month. Compliance requirements that turn every piece of content into a minor legal review. If this sounds familiar, you're not alone. Here's what we've been sharing and learning from the companies navigating this stuff.

By KadijaBouyzourn In public health, language is often treated as a technical issue. Translate the leaflet, subtitle the video, tick the compliance box, job done. But my research shows that language barriers are rarely just about language. They are deeply intersectional, shaped by who people are, where they come from, and what the system expects of them. During my PhD, I studied multilingual health communication in Brussels, with a focus on Moroccan-background communities, particularly speakers of Darija and Amazigh. What I found is that language exclusion is layered, not linear. It intersects with literacy, gender, digital access, trust, and colonial legacies. These barriers don’t exist in isolation. They compound.