Morley
2022
LifeSentence
™
+
"The first question that most consumers are going to ask about your company is 'What do you do?' This is one of the most profound questions the business world will ever answer. Yet most do an abysmal job Richard Saul Wurman. Author of Information Anxiety of answering it. and inventor of the term 'information architecture'.
Why do you need one sentence?
+ + + + + +
It's what people want If you don't, people will make one up It's a valuable exercise in itself Short sentences get passed on It's how word of mouth works Why wouldn't you?
+ The cost of confusion
• It slows down the process of getting a yes or no. • The more time it takes to explain, the more it costs you. • It costs more to correct a misconception than to create the right one.
Melanie Williams
Industrial Designer
Your LifeSentence is a blatant, simple, clear expression of what you do. Portfolio
2024
+ Blatent
Your LifeSentence is a direct, unambiguous statement. So obvious, it cannot possibly be misinterpreted.
+ Simple
Not simplistic and/or dumbed down. Distilled to reveal the essentials, without complication or exaggeration.
+ Clear
The Holy Grail of any messaging project is to get your audience to say 'Ah, I see'. This is partly because a clear explanation creates a mental picture.
+ Don't confuse a LifeSentence with: • Elevator pitch - you're not making a pitch here. You're explaining what you do. It's not competitive. • Strap lines - these are clever lines at the bottom of ads to encapsulate a campaign. This is not a campaign. • Vision/mission/purpose - these are statements of intent and an articulation of future success. Inappropriate. • Job title - this is usually quite generic and about rank or status. Insuf cient.
Melanie Williams
Industrial Designer
Before/after Portfolio
2024
+ Software company, Cambridge UK
THEIR SENTENCE: We make real-time, non photorealistic rendering solutions that plug into wellknown architectural 3-D apps.
LIFESENTENCE: We make software that lets you create an artist's impression of a building on your computer in minutes.
+ Loudspeaker company, Cambridge UK
THEIR SENTENCE: We provide leading OEMs with proprietary actuators and digital signal processing.
LIFESENTENCE: We sell unique speaker technology to hi- companies that they can build into their own products.
+ Telephony company, Santa Cruz USA
THEIR SENTENCE: We make robust, innovative technology solutions for a variety of featuredependent sectors.
LIFESENTENCE: We put computers together with phones and make them do extraordinary things.
+ Medical device company, London
THEIR SENTENCE: We have developed a medical device solution adept at intra-cutaneous spectrophotometric analysis.
LIFESENTENCE: We make a device that a doctor uses to look deeply into your skin to see if everything is normal, without cutting you open.