bringing the needs of a changing Market into focus

Harvard Business Publishing is best known as one of the most respected publishers of research and insights for business leaders. It is also a major provider of learning and development courses for executives, historically going to market under the banner of Harvard Business Publishing Corporate Learning (HBPCL).

However, as the leadership needs of corporations continued to shift and new competitive threats emerged, it was time for HBPCL to reevaluate its go-to-market-approach.  

HBP leadership enlisted me to help focus their marketing and sales efforts by identifying and defining the new set of buyer persona segments, and their unique needs and motivations, in the evolving learning and development competitive landscape. 

The result was a rebrand to Harvard Business Impact, supported with a customer-centric messaging strategy addressing the specific needs of their target buyers.