The Pattern That Built the Diagnostic
Every utility-vendor engagement started the same way.
I asked the client what the content needed to accomplish. I asked who the target audience was, and what they needed to know that would convince them to take the next, desired step towards a deal.
But across 15 years of developing content and content strategy for utility vendors, I found those answers rarely came easily.
Most vendors knew their technology well and had a general sense of their end-user audience. But the strategic foundation that gives content its commercial purpose was often missing or incomplete. They didn’t have…
Messaging that differentiated them from competitors
A mapped picture of the utility buying journey
Defined personas with enough specificity to guide content decisions
KPIs measuring buyer progression, not volume
The pattern repeated consistently enough that I stopped treating it as a company-specific problem. Vendors were asking for content to fuel a commercial system that wasn’t fully designed or built.
A Different Starting Point
The vendors that capture the next decade of utility spend will approach commercial communication the way utilities approach critical infrastructure: as something carefully designed, continuously operated, and accountable for measurable outcomes.
It starts with an honest look at where their systems currently stand.
That's what the NewGrowth Engine Diagnostic™ does. It's a three- to four-week comprehensive assessment that reveals where a commercial communication system is breaking down — gaps in messaging, misalignment between content and the buyer journey, persona blind spots, and the disconnect between what marketing produces and what sales actually needs in a deal.
The output is typically a maturity scorecard, a buyer-journey heatmap, a messaging gap report, and a prioritized opportunity matrix. It gives the strategic clarity the Trust-Gap Snapshot gestures toward, built against your actual materials, your actual utility-buyer committee, and your actual sales conversations.
You can take that clarity and design the system yourself. Or work with me to carry it forward into…
Architecture, where the messaging framework and content system get built
Operationalization, where the workflows and governance are put in place
Optimization, where performance is tracked against commercial KPIs
But that decision comes after the Diagnostic, not before it. The Diagnostic is where we begin, because the system can't be designed until the gaps are understood.
Let's Talk
If your Snapshot score tells you something you already suspected — that content is being produced without an integrated understanding of what it's supposed to accomplish — send the results over and let’s talk about it.
Our initial discovery call will confirm the accuracy of the results and whether it makes sense to consider a full NewGrowth Engine Diagnostic™ engagement at this time.
Bart King
principal and founder of New Growth Communications
Bart.King@4newgrowth.com | 706-340-3140
Schedule a discovery call: https://calendly.com/bart-king
