The decision behind the message
By Pablo Borzone · Strategic Clarity Advisor
Someone can like what your business does without understanding what they could rely on you for.
That matters when you want to move from a single purchase to a more substantial relationship. A website or presentation can describe your offer accurately and still leave the person making that decision with unanswered questions.
Before choosing the words, you need to decide what the message should help them understand.
Start with the decision
Buying a product and choosing a company to take responsibility for a service are different decisions. Someone can be satisfied with the product and still need to understand the company’s wider capabilities and relevant experience.
This is where a request for better communication can leave an important choice unstated. Are you trying to sell a specific product, introduce a broader service or open a conversation about taking something off the customer’s hands?
The answer gives the communication a direction. It helps you select the information that matters and the evidence that makes your offer credible.
Make the wider service visible
In a business I helped run in Buenos Aires, we provided food and other everyday services within schools.
One of those schools asked us to cater an event attended by leaders from other institutions. We saw an opportunity to introduce the business to people who could consider bringing us into their own schools.
The catering let them experience our food. I designed a leaflet for the people responsible for those schools, presenting the wider service we could provide.
It presented homemade meals, photocopying, binding, printed study materials and stationery, alongside our experience in schools. Photographs from places where we already operated showed the business at work.
For a school, the value was having one provider take care of several everyday needs. We wanted to simplify its operation while improving the service available to students. The food remained an important part of that proposition.
Two schools represented at the event contacted us afterwards and later began working with us.
Decide what the message needs to make clear
A broader offer becomes useful when someone understands how it relates to a need they have. Adding more services to a page will not establish that connection on its own.
Look at one of your own pages or presentations from the position of the person who has to decide:
What does this person need to understand about the business before they can take the next step?
If the answer is clear inside the business but the communication fails to express it, better writing or design may be what you need.
If you are still deciding which need to address, what to offer or what you can commit to, those choices need to be part of the work. Writing can help make them explicit, but the business still needs to decide what it will stand behind.
Once you know what needs to be understood, you can choose what deserves space and what will help someone believe it.
If you are trying to clarify how your business should be understood, we can start with the decision your communication needs to support.
Around 25 minutes · No charge
Pablo Borzone
Strategic Clarity Advisor
© 2026 Pablo Borzone. All rights reserved.
Amsterdam · Working internationally