I bulldoze Brand Garbage for B2B founders, tech CEOs, and financial services executives so their message is crystal clear and impossible to ignore by the people who matter: board members, prospects and customers, investors, and internal audiences. Brand positioning and ghostwriting that gets read twice, not skimmed and forgotten.
Think of me as Communications Windex, with four decades of boardroom scar tissue and business journalism behind the squeegee.
Your Message is Buried in Brand Garbage.
I’ll Bulldoze It and Apply Communications Windex
What I Do: Executive Ghostwriting & Brand Positioning
When the words matter most, your message needs to work—not just sound good. I help leaders craft the strategy and language that win deals, build trust, and differentiate in crowded markets.
Premium Ghostwriting
Building your LinkedIn presence (Profile optimization, content pillars, regular posting)
Op-eds that get published
Speeches that sound human, not corporate
Investor and board communications that stand up to scrutiny
Brand Positioning Documents
Your Communications North Star—the tool that aligns your team around three critical answers:
Who you are
Who you serve
Why you’re the right choice right now
And then we create the content you need to reinforce your brand messaging.
Let’s start With a Communications Checkup:
Let’s make sure you’re not amplifying the wrong story.
That’s where the Communications Windex Audit comes in.
Step 1: Run The Mirror Test (Free)
Use this AI prompt to scan your own website for:
Time Drift: Outdated claims or leadership bios
Mixed Signals: Contradictory descriptions of what you do
Messaging Clutter: Content that confuses instead of clarifies
COPY AND PASTE THIS PROMPT:
You are an expert communications consultant analyzing a website for messaging problems that kill deals before they start.
Visit [INSERT YOUR HOMEPAGE URL] and conduct a quick diagnostic to catch 5-7 obvious issues prospects notice immediately.
Here's the reality: My prospects are researching me before they call. Many are using AI tools that pull information from across my site. If that information is outdated, inconsistent, or confusing, I'm losing opportunities I'll never know about.
Look for three types of Brand Garbage:
Deal Killers - Content that directly blocks sales
Trust Busters - Information that makes you look unprofessional
Invisible Problems - Generic messaging that makes you forgettable
Create a simple table: - URL - Problem Type (Deal Killers / Trust Busters / Invisible Problems) - Fix Speed (Quick Fix / Strategic Fix / Call for Help) - Why This Costs You Business
Step 2: Get the Full Communications Windex Audit (Paid)
If you find more than a few examples of Brand Garbage, I’ll build you a custom content-risk assessment:
See exactly where your message is vulnerable
Get a step-by-step plan to remove, update, or realign your content
Aligns well with our efforts to build a narrative that works—across decks, websites, and speeches
Stop Losing Opportunities to Brand Garbage
I clear away outdated, inconsistent messaging
so your words land with clarity and authority
What It’s Like to Work With Me
“Working with Peter was like giving our brand a long-overdue spring clean. We came to him with a cluttered mix of outdated marketing collateral and inconsistent messaging. Peter cut through the fog and helped us see our brand more clearly.
From the outset, Peter brought a thoughtful, strategic, and refreshingly collaborative approach. He took the time to understand our business, our values, and the nuances that mattered most to us. What truly set him apart was his ability to distill complexity into clarity—he helped us articulate who we are and what we stand for in a way that felt both authentic and forward-looking.
Peter’s professionalism and responsiveness were equally impressive. He was always quick to respond, open to feedback, and laser-focused on delivering work that aligned with our goals. Thanks to his guidance, we now have a consistent, modern brand message that reflects not just where we’ve been, but where we’re going. I recommend Peter without hesitation.”
”
Who You’ll Be Working With
Peter Osborne
Founder, Friction Free Communications
I’ll be the one asking the difficult questions, creatomg drafts in your voice, and helping you cut through the noise.
No junior team. No handoffs. Just me.
Learn more about me here
Trust At A Glance
“After completing the first draft of my book about the challenges WSFS faced in the early 1990s, I wanted feedback from someone I trusted. Peter Osborne was the perfect person. Throughout my time as CEO, he had asked great questions, researched diligently, and helped his readers understand the problems facing our industry. For this project, Peter captured the voice and tone I wanted and pointed out opportunities to improve the structure and add meaningful stories. His advice greatly improved the final product.”
Marvin "Skip" Schoenhals, Retired CEO and Chair, Wilmington Savings Fund Society, and Author, From Failing to Phenomenal
December 2022
“Peter helped us clarify our message and differentiate our advanced analytics company. He asked great questions about our business. He continues to help us ensure potential partners better understand what we do through LinkedIn, our website, sales decks, and op-eds for target publications. And he’s continued to help us over the past three years”
Stephen Hoops, CEO of Predictive Analytics Group, Jan. 2022
As a client, Peter helped fine-tune and clarify our branding statement at Flightdocs. When I left Flightdocs, I called on Peter again to create my personal brand and value statement for my professional career. Within a short time, Peter refined my LinkedIn profile and moved it from "Fluff" to "Stuff.” He painted an effective, value-oriented, and action-driven picture of me that resonated. The week following the "rebrand,” I ended up with three interview requests!
Karl Fischer, Vice President, Sales Optimization, JG Wentworth, November 2024
“Peter took on the difficult task of synthesizing many MBNA sales presentation materials and customer-facing communications and developing a portal that featured the ‘best of the best.’ His leadership drove a change in behavior among a peer group that was relatively set in their ways and resulted in more consistent brand messaging.”
Jodie Brinkerhoff, Former Account Executive at MBNA America Bank and Director of Innovation for the D/FW International Airport, June 2023
Use the PESO Model to Tell Stories That Resonate and Sell
Customers and prospects have questions. As they move through the funnel — Awareness, Interest, Consideration, and Action — let’s create content that proactively answers those questions, builds trust, and raises your visibility.
I help founders turn their expertise into a visible, credible, repeatable authority — not just a pile of posts.
The market doesn’t need more synthetic founder content. It needs clearer thinking, stronger positioning, credible proof, and a system that helps real expertise show up consistently
Certified by Spin Sucks and Syracuse University S.I. Newhouse School in 2022 in the implementation of the PESO Model©, created by Gini Dietrich. Recertification pending.
READY TO CLEAN UP YOUR MESSAGING? HERE’S HOW TO START.
Run The Mirror Test (free and instant).
Schedule a call with me and I’ll help you identify 5-7 quick fixes at no cost.
Talk to me about ghostwriting or brand positioning when you’re ready to sharpen your narrative for the next chapter.
