Communication strategy and practice
Create communication that matters, and make it last.
The C&F system helps your team create communication with a clear purpose and a voice of its own, and keep it that way as more people and AI tools take part.
Where we come in
You may recognize one of these.
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The announcement keeps changing.
A launch is weeks away, and leadership, product and regional teams each want it to emphasize something different. Every approval round reopens the message, and the date doesn’t move.
Agree the purpose, the audiences and the few points that must hold before anyone drafts. Shape the strategy -
Everything comes back to one desk.
Colleagues and AI tools produce drafts faster than ever, but the communication lead still rewrites most of them before they go out. Checking claims, tone and meaning now takes more senior time, not less, and the review queue sets the pace.
Put the decisions behind your communication where everyone, and their AI tools, can work from them. The C&F system -
The campaign is over. Was it worth it?
Leadership wants to know what it achieved before funding the next one. The report shows reach and engagement, and if you’re honest, the campaign could have carried a competitor’s logo without changing much else.
Decide what communication should change, make it unmistakably yours, and look for evidence of contribution. Understand what it changes -
An important piece needs experienced hands, now.
A keynote, a launch narrative or a sensitive announcement has to be right, and the people who could write it are already at capacity.
Senior writing, editing and creative direction, grounded in your strategy. Get important work done well
The C&F system
Your strategy, in a form people and AI tools can work from.
Most communication goes wrong in the gap between what was decided and what each contributor remembers. The C&F system closes that gap with a few working documents: what a piece of communication is for, who it is for, what must stay true and what may change. Contributors draft and adapt from those decisions. Review checks the result against them.
The templates and guides are documents. Use them in ChatGPT, Claude or similar tools by adding them as instructions or reference material, or keep them in your team’s shared workspace.
What’s in the system-
Decide
Before drafting a product announcement, the team records its purpose, what customers need to understand and the two claims that must not be stretched.
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Draft and adapt
The product manager, a regional team and an AI tool each adapt it for their audience, all working from the same decisions.
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Review
Each version is checked against those decisions rather than someone’s memory of the meeting. The regional version that promised a feature a quarter early is caught before it reaches customers.
Ways to work with us
Use it yourselves, or bring us in.
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Get access
Receive the templates, methods and AI guides, fill them in with your team and use them in the tools you already work with. We can help you get started.
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Bring us in
Senior judgment and hands-on help with what is most pressing: shaping the strategy, getting important work done well, or understanding what your communication changes. Start with a quick check or a workshop, each an hour or two.
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Partner with us
Working on someone else’s communication? Let’s talk about bringing the system and our experience into your projects.
What we believe
Anyone can scale frequency. The difference now is resonance.
AI has made communication almost effortless to produce, and audiences have noticed. Generic messages are easier than ever to make and to ignore. What earns attention and trust is communication with a reason to exist, a perspective of its own and a real connection to the people it is for, judged by what it helps change over time.
“For more than twenty years I’ve helped institutions, NGOs and companies communicate on complex issues. The work that lasts is always the work with a clear purpose and something original to say. AI makes that harder to fake and more valuable to get right.”
“I help organizations put their positioning and perspective into a form people and AI can both work from. Strategy only matters when it shows up in everyday communication, so I spend as much time on how teams work as on what they say.”
Speaking and writing
Our thinking has appeared in
- CSCE Insights
- Strategic
- Communication Leadership Summit, Brussels
We write guest articles, join podcasts and panels, and give talks and workshops on communication in the AI age.
Contact
Start with a conversation.
Tell us about a project, or invite us to write or speak for your audience.
Or contact Asaf Covo or David Baldwin Friedman directly.