In corporate advertising, as in politics, the order in which you present information determines context, and it can be as important as the substance of the information itself. The “so that” of a message is your solution, but solutions are meaningless unless and until they are attached to an identifiable problem. Finding the right “why” to address is thus just as important as the “how” you offer. Products and services alike must all respond to a felt need on the part of the public.
