Vesta had a challenge that is not unique to those in the B2B space.

There were only one or two people in the company who could explain the value they provided to the world. What we call the "explainer-in-chief." Which means that the only time the business was being pitched was when one of these people were pitching it. 

If you were to put one of these people in front of a prospect and give them 5 or 10 minutes, they could work their magic.

However, they didn't have a succinct version of their value proposition to leverage in their marketing collateral to get people's attention in a few words, 30 seconds and under 2 minutes. 

This is how we fixed that.