Challenge

Transitioning through retirement, John had no trouble securing speaking opportunities and corporate consulting agreements thanks to his extensive professional network. A book deal was already in progress and he anticipated writing more in the future. Now that he was launching his “second career,” he was eager for new opportunities to share his experience and knowledge. That all meant ALG needed amplification.

As a lean, two-person enterprise—with John as the face and driver of the company and Dayna as the operational guru that would keep them on track—they had no internal resources to handle the critical marketing and promotional work that would help ALG meet its goals.

The team contracted with a local agency to handle their most pressing needs: a stand-out website and an elevated, consistent social media presence. Unfortunately, the experience was not helpful.

“We were using somebody down the street from our office,” Dayna recalls, noting that the close physical proximity was attractive to her and John both. They were able to get a website up and running, “however, their process for updating our site was…difficult.”

She would communicate desired changes and updates, but nothing ever came out quite right. The agency even tried instructing her on how to make changes herself, but that didn’t work either. The whole process led to exasperation. Dayna remembers thinking, “I don’t need to know how to create a website. That’s why we have somebody!”

Separately, the publishing process for John’s first book, Real Leadership: 9 Simple Practices for Leading and Living With Purpose, had presented its own challenges. Multiple players had been involved in the writing and promotion of Real Leadership, leaving John—the actual author—feeling a bit removed and without much control. While the book did land on the Wall Street Journal and USA Today bestseller lists, the whole experience came with a feeling of dissatisfaction.

Solution

Through a networking event in 2019, John was able to connect with Tess Helmandollar, president and owner of The Cognitive Creative (TCC). Eager for a better marketing partner—one that took the time to understand ALG’s mission and values, communicated well, and could truly take the role of marketing off of their plate—John and Dayna worked with Tess to develop a robust digital strategy that could amplify and expand on Addison Leadership Group’s offerings.

In addition to providing full-stack services (website development, social media, SEO, etc.), TCC had the in-house expertise and capacity to guide John’s work as an author. From ideation to post-publication promotion and every step in between, The Cognitive Creative’s publishing team could allow ALG to cut out the middlemen and create the books that John was most passionate about.

TCC’s ability to authentically convey John’s voice would be key to everything. Finding and presenting a brand’s authentic voice is central to any marketing effort, no matter the medium. However, John Addison is known the world over for his signature down-home style and a penchant for memorable witticisms. Successfully translating his authoritative, no-nonsense approach, sincere passion, and relatability from the stage or boardroom to promotional content would require careful listening and thoughtful consideration.

Results

Six years into their partnership with TCC, Dayna confirms that The Cognitive Creative has delivered on their promises. “The Cognitive Creative has done a great job, I think, with learning [John] and hearing his voice and bringing that back to us.”

That ability to “get” John’s voice, combined with streamlined processes and regular, transparent communication, has led to a successful working partnership.

“I love communicating with you guys. I love the responsiveness,” she said. “You know, it’s rare that I send an email and don’t hear from somebody in an hour or so. I can’t think of a time that I’ve had to chase you guys for something.”

As for brand elevation and content, The Cognitive Creative has delivered…

• not one, but two websites: AddisonLeadershipGroup.com and Academy.JohnAddisonLeadership.com, a free, self-paced leadership development course based on John’s leadership principles;
• a regularly updated blog, a monthly newsletter, and a social media presence that bring John’s singular voice and wisdom to more than 60,000 followers;
• new opportunities and ongoing support for speaking engagements and podcast appearances; and,
• two original books—Addisonisms: Quotes to Live By (2020, 2025) and Turn Your Fear Into Fuel (2025)—as well as Real Leadership Volume 2 (2022), an expanded edition of John’s first book.

When asked about ROI, Dayna cites increased visibility, new consulting agreements, expanded business relationships, and more keynotes all as benefits that have materialized, both directly and indirectly, as a result of TCC’s efforts.

Among TCC’s contributions Dayna is most pleased with are the ongoing, regular social media updates that keep ALG’s work in the spotlight and continued book promotion.

“The Cognitive Creative’s support for the books, beyond the collaborative writing and editing process, has saved us significant time and effort. We wouldn’t have known what to do at all there!”

Future Outlook

The Cognitive Creative has built a comprehensive and solid marketing foundation for Addison Leadership Group, one that is less about short-term gains and more about establishing a lasting legacy. We’ve partnered with John and Dayna to thoughtfully and strategically build his body of work as he continues to embrace the journey of ‘rewirement.’ From publishing and promoting new books to creating unique content for speaking engagements, to developing new campaigns to grow his online following, every effort is designed to ensure John’s insights and wisdom continue to impact leaders for years to come. In The Cognitive Creative, John and Dayna have a trusted partner committed to his enduring influence.

When asked if Dayna would recommend The Cognitive Creative to other businesses, her response was immediate and emphatic:  “Absolutely, yes!”

If the story of Addison Leadership Group resonates with you, contact us to see how The Cognitive Creative can bring your brand to life. We work hand-in-hand with service-based businesses across the country to create intuitive, user-friendly brand experiences that bring new customers through the door and give existing customers great reasons to stick around.

Our mission is simple: to equip businesses with the tools, strategies, and creative flair needed to thrive in the digital age. Whether we’re building a website that’s as functional as it is beautiful or crafting a marketing strategy that will level up your leads, we’re here to help you achieve your goals. Contact us today for more information.