C&F Sustainable Communication

Services

Help where you need it, built on one system.

Everything we do draws on the C&F system. Use it on your own, bring us in for advice and hands-on work, or partner with us on your clients’ communication.

The C&F system

What the system is, and how it works.

AI follows the logic it is given. With only a loose prompt, it fills the gaps with plausible language. A busy team working from a half-remembered brief does much the same. The C&F system writes that logic down, so people and AI tools start from the same decisions.

What’s in it

Strategy templates
Each with a guide to filling it in: positioning and point of view; strategic intent and outcomes; audience lenses, which describe how a specific audience reads and decides, so drafts can be reviewed from their side; message anchors, covering what must stay true, which words matter and what may vary; and your current communication agenda.
Methods
Built on our three principle pairs (purpose and longevity, distinct perspective and shared connection, alignment and measurement), used to plan, draft and review work.
AI guides
The methods, written as instructions you can paste into ChatGPT, Claude or similar tools alongside your filled-in templates.

How it fits your tools

The system is a set of documents, not software. You add the guides and your templates to the AI tools you use as instructions or reference material, or keep them in a shared knowledge base. How far you build them into your workflows is up to you. People still review what AI produces; the system gives them clear decisions to review against.

From strategy to everyday work, and back.

Review checks each piece against the decisions behind it. Evidence gathered over time shows whether those decisions were the right ones.

Review improves the work

Evidence informs the strategy

  1. Intent and outcomes

    What should change, and for whom?

  2. Audiences and anchors

    What each audience needs, and what must stay true.

  3. Guidance

    Templates, examples and guides for people and AI tools.

  4. Communication

    Drafted and adapted by your team, partners and AI tools.

  5. Review

    Does each piece carry the purpose, the perspective and the anchors?

  6. Evidence over time

    What are audiences understanding, saying or doing differently?

  • Direction
  • Everyday work
  • Evidence

Use it yourselves

Get access

Ask about access
What you receive
The strategy templates and their guides, the methods and the AI guides.
How you use it
Fill in the templates for one subject, product or campaign first, with the people who own those decisions. Add them and the guides to your AI tools and use them when drafting and reviewing. Extend to more subjects as you go.
The effort
The templates ask for decisions, not descriptions, so the first ones take focused work. That work is also where much of the value lies.
Help if you want it
A session to get the first templates started, or a review of what you have filled in.

Bring us in

Bring us in for judgment and hands-on help.

Some problems need more than a template: a contested message, a tight deadline, a question from the board. We bring senior experience in strategic and creative communication, and in communication and AI. Because the work rests on the system, what we decide together stays usable after we step back.

Starting points

  • Quick check 1–2 hours

    We look at a few pieces of communication you choose and how they were produced. You get our observations, the priorities we’d address first and the questions worth asking next.

  • Workshop 1–2 hours

    A working session with your leaders or communication team on a live challenge: a launch, a strategy question or how your team uses AI.

Shape the strategy

When Positioning is vague or contested, a launch keeps changing shape, or your communication could come from anyone in your field.

What we do

  • Work through competing priorities with leadership and make the trade-offs explicit
  • Develop positioning, perspective and voice that bring original insight to your field
  • Understand what your audiences and stakeholders need, care about and should take away
  • Agree the outcomes communication should contribute to
  • Capture the decisions in the C&F templates, so they outlast the workshop

What you get

  • Positioning, perspective and voice
  • Audience priorities and message hierarchy
  • Agreed outcomes
  • Strategy templates, filled in

Answers the question
“How do we stay distinctive when everyone can produce more, faster?”

Get important work done well

When A launch, campaign or key piece needs experienced hands before a deadline, or one person has become the checkpoint for everything that goes out.

What we do

  • Write, edit and give creative direction on the pieces that matter most
  • Review drafts against the strategy and strengthen them
  • Turn the strategy into briefs, examples and review criteria, so others and their AI tools can draft closer to the mark
  • Set up the system in your tools and train your team to use it

What you get

  • Finished communication
  • Briefs, examples and review criteria
  • The system set up for your team

Answers the question
“How do we get this right, on time, without everything going through one person?”

Understand what it changes

When Leadership asks what communication achieved and whether to fund the next round, and the answer is mostly activity and engagement figures.

What we do

  • Agree with leadership which shifts in understanding or behaviour communication should contribute to
  • Decide what evidence would show progress, from audience feedback to how your ideas reappear in partners’ briefings, internal discussion or media
  • Review that evidence over time, alongside the other factors that shape results
  • Use the findings to adjust strategy, messages and priorities

What you get

  • Agreed outcomes and indicators
  • Findings on contribution
  • Recommendations for the next decision

Answers the question
“How do we connect communication to outcomes that matter?”

Bring us in for one of these or several. We agree the scope around what you need, and make sure your team has what it needs to carry the work on.

For agencies and consultants

Partner with us

Agencies and consultants sometimes watch a strong strategy lose its shape once many people start producing work from it. We can help in that space: bringing the C&F system and our review into a client project, contributing to pitches and proposals, or adding senior strategic and editorial capacity. You keep the client relationship and the authorship of your thinking, and we agree roles and credit at the start.

Talk to us about partnering

Questions

Good to know

What do you mean by sustainable communication?

Sustainable communication builds trust, influence and impact over time. Our work applies that thinking to communication strategy, team practice and AI use. It describes how communication works, so it applies to any subject, sustainability included.

Where do we start?

Wherever is most useful. A quick check or a workshop is an easy first step. Access to the system suits teams who want to work on their own. A pressing piece of work can be the start, too. A first conversation helps decide.

Can we use the system without hiring you?

Yes. Access gives you the templates, methods and AI guides to use yourselves, and we can help you get started if you’d like.

Does the system work with our AI tools?

It’s a set of documents, so you add it to your AI tools as instructions or reference material. That suits tools that accept this kind of context, such as ChatGPT or Claude. Your people still review what the tools produce, with clear decisions to review against.

Is this AI training?

It can include training, built around your own strategy, the C&F system and the communication your teams produce.

How do you measure communication?

We start by agreeing the changes in understanding or behaviour that matter to your organization and its stakeholders. Then we look at evidence of how communication contributes to them over time, beyond reach and volume.

Contact

Tell us about your situation.

Describe it in a few lines and we will suggest where to begin.

Discuss a project Invite us to speak or write

Or contact Asaf Covo or David Baldwin Friedman directly.