BOMA Global Corporate Services

The Company

Boma Global is the brainchild of the team behind the TEDx movement and Synchronicity University. Boma’s corporate facing branch responds to the reality that many corporations are larger than most individual country’s GDP. If corporations can change, maybe the world will have a chance to survive cataclysmic events like climate change.

The Problem

The Boma Global leadership shared a vision but could not find a consistent messaging structure that aligned internal decision making with effective external communication. Their leadership was clear on purpose but unclear on definition. What was the corporate services? How could they explain what it was and what it offered? What made it distinct within a family of Boma Global brands?

The Solution

I led the team to uncover and implement defining language. We looked at the narrative data of what kinds of stories mattered to the team. I used that information to identify key themes and patterns within Boma’s work, both present and intended. We used this data to develop a Ground Truth statement that captured what Boma Corporate does and how they do it.

We help big companies shape the future through smart, ethical leadership.

We do this by crafting provocative learning experiences that combine what you need to know with who you need to be to take clear, specific action.

This statement is deeper than a mission and vision; it became the groundwork for every decision. The Ground Truth resonated with the founding team and empowered them to move forward.

Application

The Ground Truth became the basis for the larger marketing effort which included deployment as webcopy and the messaging within all external communication. As Boma Corporate grows, the Ground Truth language created consistency in the impact and value of their products and services while allowing diverse expressions based on the cultural context of the different countries.

Steve Garguilo of Boma Global noted that, “One of the most difficult things for a new brand or initiative is finding the right language. The work makes sense in our heads but the right words are hard to come by. Dana guided our team through a thoughtful approach that got the essence out of our heads and onto paper. Thanks to Dana's guidance, we arrived at language faster than I've ever experienced.”