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Grant Thornton differentiates itself on a popular topic by presenting a compelling case for what sets Growth Generators apart from the mainstream. The title page makes it very clear what this POV is about and the subtitle —”Don’t let uncertainty hold your business back”— is engaging, especially in the current business climate. Right from the outset, readers will be in no doubt about the target audience, or what the publication will deliver.

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Blog post
Blog post
Blog post
Blog post
Featured thought leadership
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Featured thought leadership
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Appeal
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Resilience
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Prompting action
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Asking “why?”, preferably multiple times over with a thoughtful look on one’s face, is a tried-and-tested consulting technique—and one we’re not averse to using ourselves. When we work with firms at the initiation stage, we refuse to budge until we’ve had a satisfactory response to our first why question: Why are you investing in this new piece of content? And a satisfactory response had better include both a very clear definition of the target audience—not just some vague sense like “senior executives in the retail sector”—and the desired impact.