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	<itunes:author>Sheffield Sound Off</itunes:author>
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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>
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		<pubDate>Tue, 03 Nov 2009 22:57:21 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
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		<category><![CDATA[Narrative Mapping]]></category>
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		<category><![CDATA[Strategic Narratives]]></category>

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		<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>
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		<pubDate>Sat, 03 Oct 2009 18:20:18 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
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		<category><![CDATA[Narrative Mapping]]></category>
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		<category><![CDATA[Harris Bank]]></category>
		<category><![CDATA[Heinz]]></category>
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		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[John Severance]]></category>
		<category><![CDATA[Jones Lang LaSalle]]></category>
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		<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>Inside Message Mapping and Fluency</title>
		<link>http://sheffieldcompany.com/2009/02/12/inside-message-mapping-and-fluency/</link>
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		<pubDate>Fri, 13 Feb 2009 00:32:57 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
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		<category><![CDATA[Narrative Mapping]]></category>
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		<category><![CDATA[BrightCove]]></category>
		<category><![CDATA[Mapping]]></category>
		<category><![CDATA[Message Fluency]]></category>
		<category><![CDATA[Story]]></category>
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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>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
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		<category><![CDATA[Message Mapping]]></category>
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		<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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		<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>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Narrative Mapping]]></category>
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		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Narratives]]></category>
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		<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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