Put Your Story to Work
A tech founder had a world-changing message. He just needed people to hear it.

Give a damn (& bring others on board)
In the web's early days, IBM salesman Mark S. Lewis pivoted to found an Internet services provider. After a lucrative exit, he used his IT acumen to help the FBI fight corruption in the city he loved. Finally, almost two decades into a second career in consulting, Mark realized his life made for a good story. 

But the first draft of his book, Give a Damn!, struggled to articulate his central message--that selflessness is an essential ingredient for success. The idea held implications for customer-centered businesses, as well as child-centered homes and schools.

In a time when America needed to hear about caring more than ever, Mark's vision lay buried under repetitive, disorganized copy and more than a few grammatical errors. It would be an extremely meaningful project for Model Content to turn this passable tome into a page-turner.

A Research-Based Identity
Part moral philosophy, part business advice, Give a Damn! didn't fit neatly into any genre. Model Content applied traditional market research to Mark's publishing ecosystem. A competition analysis, customer journey map, and marketing personas generated valuable insights about the needs of his future readers.

Mark now understood what audience to aim for, and Model Content knew what gaps to fill. Research was a critical first step in re-organizing the Give a Damn! narrative, as well as mapping a plan to promote the book. 

A Research-Based Identity

Part moral philosophy, part business advice, Give a Damn! didn't fit neatly into any genre. Model Content applied traditional market research to Mark's publishing ecosystem. A competition analysis, customer journey map, and marketing personas generated valuable insights about the needs of his future readers.

Mark now understood what audience to aim for, and Model Content knew what gaps to fill. Research was a critical first step in re-organizing the Give a Damn! narrative, as well as mapping a plan to promote the book. 

A Research-Based Identity
Part moral philosophy, part business advice, Give a Damn! didn't fit neatly into any genre. Model Content applied traditional market research to Mark's publishing ecosystem. A competition analysis, customer journey map, and marketing personas generated valuable insights about the needs of his future readers.

Mark now understood what audience to aim for, and Model Content knew what gaps to fill. Research was a critical first step in re-organizing the Give a Damn! narrative, as well as mapping a plan to promote the book.