Let's say you're handed a bicycle and your job is to get from where you are to a finish line that promises life changing rewards, cheering crowds and of course mountains of Cliff Bars! It looks fun, easy even. But reality sets in quick. It's not quite as easy as it appeared. You're on road, off road, changing elevations where your thighs burn on the way up and you hope to just stay on the bike on the way down. Let's say it's 200 miles for the sake of this odd little story. You have the strength and coordination to get on and ride that bike with one or even two flat tires. But you'll be lucky if you push past more than a couple of blocks before you or the bike break down. Put a little air in the tires and you might even cover several miles, but again you'd face a break down of one kind or another.Now fill those tires up entirely and with some endurance and skill you could very well reach your destination. Who knows, you might even win. EVERYTHING you do that involves communicating a message (social media, email, direct mail, trade shows, pay per click, banners, re-marketing, video, podcasts, sales calls and presentations) - ALL OF IT make up your bike. Your strategy, along with the quality, authenticity and value of your content and copy will determine how much air is in the tires.I help organizations get from where they are to where they want to be with smart strategy, well-crafted game plans (READ: a high quality bike) and a fully inflated set of tires (READ: smart, engaging communications)!