San business-writing sample:
Mere facts in themselves are almost worthless to business, which is why our Business Research and Consulting Division doesn’t just do “research.” We analyze the real-world conditions under which our clients operate, in order to discover which facts are critical and which aren’t.
There are many parallel processes involved in business planning, each affecting all the others. At critical decision points, this logical complexity often results in confusion and mistakes. We’d like to talk to you about our track record in helping corporations pare down data to its essence, thus reducing that confusion and avoiding mistakes. Also, we’d like to talk to you about your future.
Typically, I provide the client with more than one concept — especially for cover or introductory text like this, which can set the tone for the rest of the piece.
The “Decision Point” headline is conceptually dependent on the “fork-in- the-road” sign idea, which I drew in a computer-graphics program. I also suggested alternative headlines that weren’t dependent on any specific graphic concept.