For the client advisory board of a financial planning and investment advisory company, Conbrio designed and led several meetings. Financial planning and investment advisory is an extremely competitive sector with little opportunity to differentiate service. Using processes and tools for facilitated focus groups, Conbrio led client advisors through several exercises revealing how the company could differentiate itself in the market place. They provided feedback on ideal services and offerings, how well competitors were providing the ideal and the services they felt most important and willing to pay for. Company leaders tested stories of service they have provided and board members provided feedback on which parts of which stories worked and which didn’t. From the meetings, company leaders were able to more finely tune their messages and marketing. And participants more actively endorsed the company’s service.