CHALLENGE
NAPA execs had held numerous internal meetings to brainstorm their purpose, vision, mission and values. The urge to cover every possible base resulted in a ream of copy that was way too dense to engage employees.
SOLUTION
Express the essence of that huge document in conversational language and actionable statements. Instead of long sentences with several commas, reduce complex thoughts to just a few words — to make this language simpler and more memorable for employees.
