Buyers weren't confused. They simply didn't care.

The brief asked for more visibility. But buyers could already see the product — they simply had nothing to say about it, and neither did anyone else in the category.

More advertising behind a message everyone else was also using would buy more indifference. The feature we were asked to lead with could be matched by a competitor within months, so it could not carry the work.

We talked about the part of the buyer's day nobody in the category mentioned: the small daily frustrations of office equipment, and who gets blamed for them. We said it plainly and let it be funny, while keeping the client and the buyer out of the joke. The product then arrived as relief from that frustration rather than as a list of capabilities.

The request was for more sales material: a portal and the information salespeople needed to explain the offer.

Useful material already existed on internal servers, but staff could not easily find, assemble or use it in a client situation. More files would not close that gap.

We assessed what salespeople knew, revealed the gaps, guided the learning, and reassessed. A usable website layer connected the existing files and added tools to organise and track document use. The portal requirements and user flows grew from that simple loop.