Problems/Lab
All problemsSODEXO ASIA / SALES CLARITY
Sodexo AsiaSales clarity, AsiaTwo examples

The offer wasn't weak. It was buried.

There was no shortage of information. That was the problem: more material was hiding the offer rather than proving it.

What actually happened

  • One sales story

    large internal library reduced to an argument

  • Few differentiators

    agreed before anything was designed

  • One next step

    a measurable action for the buyer

Two examples
Example 01 — Healthcare portfolio

A specialist offer standing next to a familiar one.

The Healthcare portfolio sat alongside the far better-known food and beverage offer, and lost the comparison by default.

The problem

Buyers already knew the company for something else. The specialist offer had to be found rather than understood.

What we saw

Hundreds of documents existed. Each was defensible on its own; together they made the proposition harder to locate.

What we did

We went through the material, agreed the few points that actually separated the offer, rewrote the sales argument around what a healthcare buyer needs to decide, and presented the portfolio in that order.

Fewer claims, in the buyer's order.

Hundreds of documents

Buyer needDifferentiatorsProof

One sales story

→ one next step

More material was hiding the offer, not proving it.

Hundreds of documents, one argument
Example 02 — EcoVillage brochure

Text that had to become an argument.

An existing set of text and assets had to become something a buyer could act on.

The problem

The material described the project thoroughly and asked nothing of the reader.

What we did

We assessed what existed, kept what carried the argument, and rebuilt it as a brochure led by information graphics — new icons and charts used only where they made something clearer, ending in one measurable call to action.

Visualise what clarifies. Not what decorates.

Existing text & assetsassessed, not reused wholesale
Keep what carries the argumentthe rest comes out
Icons & chartsonly where they make it clearer
One call to actionmeasurable

A brochure is the last step, not the fix.

Visualise only what clarifies
The tell

“A modern look is not the fix. Ordering the argument is.”