Changing the way a bank thinks.

Before: "We are the #3 investment bank, you are the #1 applicant. We think you should work for us."

After: "We will give you the shortest route to the top with access to the big deals. With us you will stay #1."

This program turned around this bank's recruiting performance 180 degrees.

Just one exercise in realigning corporate values to the target audience's needs and expectations. Interestingly, the cost of this program was a fraction of the cost of producing very expensive brochureware that had been the stock-in-trade for all prior years.