“EnCompass Education helps boost employee engagement & employee retention by bringing school, college, graduate, and special education planning/financing solutions into companies as a work-life program.”
Sounds good, right?
They do important, innovative work. But they were finding it difficult to break through with their message. Many organizations expressed interest in their benefit, but few were in spending mode (“it’s the economy, stupid”). Encompass needed momentum and clarity. So company President Adam Goldberg organized a team offsite and invited me in as an outside consultant.
First we profiled their current target market, identifying two distinct segments. But this didn’t feel complete; everyone agreed that something was missing. We knew we needed to use a systemic approach; we had to see the world from the employee, family and employer views simultaneously in order to craft a direct message that would resonate with all of these constituents.
In doing so, we explored core inhibitors, and wondered how we could improve employee engagement, productivity and retention by helping companies to better allocate underutilized resources. The result was a clear message, targeted toward organizations that are work-life friendly by nature, and have demonstrated outstanding willingness to think outside the box.
Encompass could be a great fit for many kinds of companies, but their renewed focus is already helping them channel their sales efforts toward one clearly defined market segment. Their reconstructed message speaks to family members, employees and employers alike. And importantly, it’s not just touchy-feely; there is real math behind their reconstructed value proposition. The company is now positioned to grow and scale to another level.
“As a management team, we had been eating, sleeping, and breathing our own messages for too long – I could sense it. Yet, this insight only left me with a further quandary… to whom could I look when I felt that no one would get it like I did?! Lucky for me, I came into contact with Kai Rostcheck, torch-bearer for entrepreneurs like me… with big ideas and even bigger ambitions.
What impressed me most about Kai was that he was so far above and beyond the typical consultant who just reads your web site and comes in speaking your lingo. He seemed to know the deal from the get-go. In a crazy Zen-like manner, Kai exhibited mastery in facilitating group flow, eliciting the best from all participants, and generating some incredibly innovative ideas.
I have already seen the impact of Kai’s influence … and it’s only been a few days since we improved our go-to-market approach. I urge other entrepreneurs to keep it fresh by bringing in Kai!”
Adam Goldberg, Founder & CEO