On The Periphery

For more than two decades now, we've helped organizations clarify who they are and strengthen relationships with the people who matter most. This newsletter shares what we've learned.

The title carries two meanings. "Company" refers to the people who choose your organization. Employees who carry your culture home, customers who become advocates, collaborators who mention you in conversations you'll never hear. But "company" also means the organization itself, the thing you keep by paying attention to its health, growth and relationship with the world.

These meanings are inseparable. You cannot cultivate your organization without cultivating the communities that surround it.

Much of the brand and marketing sector tell you to look inward, find your purpose, craft your message, differentiate your position. But what if that's backwards? What if success isn't determined by what you say, but by who says it with you?

These newsletters explore that shift. From broadcast to attraction. From messaging to identity. From trying to convincing people to care, to becoming something they recognize and feel drawn to naturally.

If you're trying to build something that matters to people beyond transactions, this might be for you.