When you speak to someone from Hay Group management consultants they are brilliant at explaining difficult concepts. Brimming with opinions and anecdotes, they can make even the most complicated theory engaging. So when Hay Group came to The Writer for a new tone of voice, it made sense to listen to the way they speak. The folder of training materials was written to make their ideas easy to understand - just like Hay consultants do in person. Each training card or booklet was treated like a short story: starting with an unexpected opening, or seeking out a more unusual way to unearth the theory. Steering clear of cheesy metaphors and 'models' that many consultancies use, the words were instead woven around intricate illustrations and hand-drawn type.
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