Transforming an unknown brand into a marketplace leader is always a challenge, and even more so in a commoditized service industry. InclusionINC, founded by CEO Shirley Engelmeier, focused on a highly fatigued subject: diversity training. Our main task was to raise market awareness and mindshare, so we tied into the news cycle on the corporate world’s rising interest and need for managing diversity in the workplace, and positioned the topic of inclusion as a fresh business advantage. We inserted Engelmeier into relevant big-picture conversations and focused on educating the media about the sensibilities of the emerging millennial generation in the workplace. The launch of her book, “Inclusion: The New Competitive Business Advantage”, catapulted Engelmeier as a thought leader.