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	<title>Sheffield &#187; Message Development</title>
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		<title>What is a corporate narrative?</title>
		<link>http://sheffieldcompany.com/2010/02/04/what-is-a-corporate-narrative/</link>
		<comments>http://sheffieldcompany.com/2010/02/04/what-is-a-corporate-narrative/#comments</comments>
		<pubDate>Thu, 04 Feb 2010 16:02:11 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Corporate Narrative]]></category>
		<category><![CDATA[Narrative]]></category>
		<category><![CDATA[Narrative Credibility]]></category>
		<category><![CDATA[Politicans]]></category>
		<category><![CDATA[Politics]]></category>
		<category><![CDATA[Story]]></category>
		<category><![CDATA[Storytelling]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=709</guid>
		<description><![CDATA[It&#8217;s becoming more common nowadays to hear commentators refer to a political leader&#8217;s or candidate&#8217;s &#8220;narrative&#8221; message. This concept, however, is yet to take deep hold in the business world, though it soon will.
A story, or narrative, in the general sense of the word is an explanation of events that can be recounted in detail through a [...]]]></description>
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		<title>Sheffield Launches Offering to Create Strategic Narratives</title>
		<link>http://sheffieldcompany.com/2009/11/03/sheffield-launches-strategic-narrative-offering/</link>
		<comments>http://sheffieldcompany.com/2009/11/03/sheffield-launches-strategic-narrative-offering/#comments</comments>
		<pubDate>Tue, 03 Nov 2009 22:57:21 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Narrative Mapping]]></category>
		<category><![CDATA[News]]></category>
		<category><![CDATA[Professional Development]]></category>
		<category><![CDATA[Development]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Sheffield]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Strategic Narratives]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=505</guid>
		<description><![CDATA[Sheffield Launches Strategic Narrative Mapping to help organizations quickly define the relevant elements of its strategies within the context of a simple storyline that stakeholders can readily grasp.]]></description>
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		<title>Sheffield Marketing Partners Celebrates Three Years  Of Telling Great Stories</title>
		<link>http://sheffieldcompany.com/2009/10/03/sheffield-marketing-partners-celebrates-three-years-of-telling-great-stories/</link>
		<comments>http://sheffieldcompany.com/2009/10/03/sheffield-marketing-partners-celebrates-three-years-of-telling-great-stories/#comments</comments>
		<pubDate>Sat, 03 Oct 2009 18:20:18 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Narrative Mapping]]></category>
		<category><![CDATA[News]]></category>
		<category><![CDATA[Harris Bank]]></category>
		<category><![CDATA[Heinz]]></category>
		<category><![CDATA[iDirect]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[John Severance]]></category>
		<category><![CDATA[Jones Lang LaSalle]]></category>
		<category><![CDATA[Media Production]]></category>
		<category><![CDATA[Metavante]]></category>
		<category><![CDATA[SAP]]></category>
		<category><![CDATA[Sheffield Institute]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Sheffield Scholars]]></category>
		<category><![CDATA[USG]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=346</guid>
		<description><![CDATA[Downers Grove, Ill., July 1, 2009—Sheffield Marketing Partners (Sheffield), a boutique agency that specializes in message and narrative development, is celebrating three years of growth today. Sheffield was founded by Chicago agency veterans Joseph McCormack and John Severance to help organizations stand out in the marketplace by crafting and telling a compelling story.]]></description>
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		<title>Sheffield Institute trailer</title>
		<link>http://sheffieldcompany.com/2009/02/20/sheffield-institute-trailer/</link>
		<comments>http://sheffieldcompany.com/2009/02/20/sheffield-institute-trailer/#comments</comments>
		<pubDate>Fri, 20 Feb 2009 17:40:34 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Professional Development]]></category>
		<category><![CDATA[Social Media & Public Relations]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Charley Thornton]]></category>
		<category><![CDATA[Intern]]></category>
		<category><![CDATA[Internships]]></category>
		<category><![CDATA[Joe Cleveland]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Sheffield]]></category>
		<category><![CDATA[Sheffield Institute]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Sheffield Scholar]]></category>
		<category><![CDATA[Students]]></category>
		<category><![CDATA[Young Professionals]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=218</guid>
		<description><![CDATA[The Sheffield Institute helps students and young professionals break into the media and marketing industries through capstone projects with non-profits and academic institutions.]]></description>
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		<title>Inside Message Mapping and Fluency</title>
		<link>http://sheffieldcompany.com/2009/02/12/inside-message-mapping-and-fluency/</link>
		<comments>http://sheffieldcompany.com/2009/02/12/inside-message-mapping-and-fluency/#comments</comments>
		<pubDate>Fri, 13 Feb 2009 00:32:57 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Narrative Mapping]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[BrightCove]]></category>
		<category><![CDATA[Mapping]]></category>
		<category><![CDATA[Message Fluency]]></category>
		<category><![CDATA[Story]]></category>
		<category><![CDATA[Storytelling]]></category>
		<category><![CDATA[Syntegrity Group]]></category>
		<category><![CDATA[Video Channel]]></category>
		<category><![CDATA[Video Sharing]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=225</guid>
		<description><![CDATA[
]]></description>
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		<title>Wordle</title>
		<link>http://sheffieldcompany.com/2008/12/11/176/</link>
		<comments>http://sheffieldcompany.com/2008/12/11/176/#comments</comments>
		<pubDate>Thu, 11 Dec 2008 07:55:23 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Narrative Mapping]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Message]]></category>
		<category><![CDATA[Message Mapping]]></category>
		<category><![CDATA[Word Clouds]]></category>
		<category><![CDATA[Wordle]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/2008/12/11/176/</guid>
		<description><![CDATA[Wordle is amazing. It shows how the words we use create &#8220;word clouds&#8221; and depicts how frequency of usage might be displayed visually. Visit Wordle
]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>What&#8217;s the difference between a message and a story?</title>
		<link>http://sheffieldcompany.com/2008/09/15/whats-the-difference-between-a-message-and-a-story/</link>
		<comments>http://sheffieldcompany.com/2008/09/15/whats-the-difference-between-a-message-and-a-story/#comments</comments>
		<pubDate>Tue, 16 Sep 2008 01:52:51 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Narrative Mapping]]></category>
		<category><![CDATA[Corporate Storytelling]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Narratives]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Storytelling]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=160</guid>
		<description><![CDATA[At first glance, this seems obvious. Yet, when you turn marketers loose it quickly gets murky.  A message conveys a single point; a story many points (i.e., messages, perspectives, thoughts, etc.). So, forget trying to a build a compelling message or crafting a phrase that&#8217;s says it all. A story narrative is a much better [...]]]></description>
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		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Key to Marketing in an &#8220;ADD Age&#8221;</title>
		<link>http://sheffieldcompany.com/2007/12/05/key-to-marketing-in-an-add-age/</link>
		<comments>http://sheffieldcompany.com/2007/12/05/key-to-marketing-in-an-add-age/#comments</comments>
		<pubDate>Thu, 06 Dec 2007 01:36:15 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Attention Span]]></category>
		<category><![CDATA[Brevity]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Tips]]></category>
		<category><![CDATA[Top 5]]></category>
		<category><![CDATA[Tricks]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/2007/12/05/key-to-marketing-in-an-add-age/</guid>
		<description><![CDATA[Be brief.
]]></description>
		<wfw:commentRss>http://sheffieldcompany.com/2007/12/05/key-to-marketing-in-an-add-age/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<title>Delivering the Perfect Pitch</title>
		<link>http://sheffieldcompany.com/2007/05/01/delivering-the-perfect-pitch/</link>
		<comments>http://sheffieldcompany.com/2007/05/01/delivering-the-perfect-pitch/#comments</comments>
		<pubDate>Tue, 01 May 2007 22:48:02 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Strategy & Branding]]></category>
		<category><![CDATA[Business Week]]></category>
		<category><![CDATA[Elevator Speech]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Microsoft]]></category>
		<category><![CDATA[Pitch]]></category>
		<category><![CDATA[Story Telling]]></category>
		<category><![CDATA[TellMe]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/2007/05/01/delivering-the-perfect-pitch/</guid>
		<description><![CDATA[Most businesses would fail miserably if held to the challenge of describing their businesses in 10 words or less. Business Week, in a recent article, described how Microsoft and Tellme succeeded to simplify their pitches. My suggestion is not to aim for 10 words but to try to deliver your story in less than 60 [...]]]></description>
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