The right story starts
with the right questions.

What changed? Who does it matter to? What can you support with evidence? Those questions come before the pitch, the release, or the campaign.

Understand the substance

Start with the technology, business objective, and audience. Work with people who know the details.

Build the narrative

Separate defensible claims from broad promises.

Make it useful

Develop materials the team can actually use with responsibility and next steps explicit.

William Alan Wallace

Public relations and communications professional and former iAgency CEO, not the Buddhist scholar of the same name.