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	<title>SHIFTid &#187; strategy</title>
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	<link>http://www.thinkshiftcom.com/blog</link>
	<description>Thinkshift blog on communications &#38; sustainability</description>
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		<title>CNGVC Site Wins W3 Award</title>
		<link>http://www.thinkshiftcom.com/blog/2009/10/23/cngvc-site-wins-w3-award/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/10/23/cngvc-site-wins-w3-award/#comments</comments>
		<pubDate>Sat, 24 Oct 2009 03:24:34 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[alternative transportation]]></category>
		<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[project profiles]]></category>
		<category><![CDATA[clean transportation]]></category>
		<category><![CDATA[process]]></category>
		<category><![CDATA[strategy]]></category>
		<category><![CDATA[Websites]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=347</guid>
		<description><![CDATA[I&#8217;m happy to report that the website we launched early this year for the California Natural Gas Vehicle Coalition won a 2009 W3 Silver Award in the green websites category—kudos to David Kerr, our design partner on the project, and congratulations to the Coalition project team. W3 awards honor outstanding websites, web advertising, and web [...]]]></description>
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		<title>A Simple, Effective Site on a Budget</title>
		<link>http://www.thinkshiftcom.com/blog/2009/02/10/exhibit-a-a-simple-effective-site-on-a-budget/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/02/10/exhibit-a-a-simple-effective-site-on-a-budget/#comments</comments>
		<pubDate>Tue, 10 Feb 2009 19:06:04 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[project profiles]]></category>
		<category><![CDATA[strategy]]></category>
		<category><![CDATA[Websites]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=39</guid>
		<description><![CDATA[The site Thinkshift just launched for the California Natural Gas Vehicle Coalition is a great example of making the most of your resources to create a site that serves current needs, allows room to grow, and requires minimal maintenance. The Coalition had a limited budget, but urgently needed an updated site with new everything—content, design, [...]]]></description>
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		<slash:comments>1</slash:comments>
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		<title>When to Go Negative</title>
		<link>http://www.thinkshiftcom.com/blog/2008/12/13/when-to-go-negative/</link>
		<comments>http://www.thinkshiftcom.com/blog/2008/12/13/when-to-go-negative/#comments</comments>
		<pubDate>Sun, 14 Dec 2008 06:33:36 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[persuasion]]></category>
		<category><![CDATA[strategy]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=31</guid>
		<description><![CDATA[&#8220;Focus on what you do for them. Show how you solve their problem. Benefits, benefits, benefits.&#8221; We—and pretty much every other marketing communications consultant—say that all the time. Perhaps too often, and without enough caveats, recent conversations with a client lead me to believe. If your audience doesn&#8217;t believe they have a problem, for example, [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Don’t Tempt Me</title>
		<link>http://www.thinkshiftcom.com/blog/2008/07/22/don%e2%80%99t-tempt-me/</link>
		<comments>http://www.thinkshiftcom.com/blog/2008/07/22/don%e2%80%99t-tempt-me/#comments</comments>
		<pubDate>Tue, 22 Jul 2008 16:00:17 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[strategy]]></category>
		<category><![CDATA[writing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=19</guid>
		<description><![CDATA[“The only way to get rid of temptation is to yield to it &#8230; I can resist everything but temptation.” —Oscar Wilde It’s tempting to cram everything that can be said about your product, program, or service into every communication about it. That way, you can satisfy all the internal agendas and answer any question [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Does Quality Really Matter?</title>
		<link>http://www.thinkshiftcom.com/blog/2008/06/10/does-quality-really-matter/</link>
		<comments>http://www.thinkshiftcom.com/blog/2008/06/10/does-quality-really-matter/#comments</comments>
		<pubDate>Wed, 11 Jun 2008 03:06:12 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[process]]></category>
		<category><![CDATA[strategy]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=13</guid>
		<description><![CDATA[We’ve spent our careers championing quality—and we’ll continue to do so, despite the sometimes quixotic nature of the quest. Why? For starters, the quality of your communications reflects the quality of your work. It sends the message that you’re credible and trustworthy. Quality content, in particular, is important if you’re addressing new technologies, emerging markets, [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Think Outside the Hallway</title>
		<link>http://www.thinkshiftcom.com/blog/2008/06/06/think-outside-the-hallway/</link>
		<comments>http://www.thinkshiftcom.com/blog/2008/06/06/think-outside-the-hallway/#comments</comments>
		<pubDate>Sat, 07 Jun 2008 02:43:12 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[publications]]></category>
		<category><![CDATA[strategy]]></category>
		<category><![CDATA[Websites]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=11</guid>
		<description><![CDATA[It’s tempting to structure websites and other substantive communications based on your organization’s internal categories. You get a head start on the project groundwork. You don’t have to create content to suit a new approach. You don’t have to worry about stirring up internal political struggles. It just makes sense—to you. But to an external [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Got a Pig? Save the Lipstick</title>
		<link>http://www.thinkshiftcom.com/blog/2008/05/30/got-a-pig-save-the-lipstick/</link>
		<comments>http://www.thinkshiftcom.com/blog/2008/05/30/got-a-pig-save-the-lipstick/#comments</comments>
		<pubDate>Sat, 31 May 2008 02:37:42 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[editorial process]]></category>
		<category><![CDATA[strategy]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=10</guid>
		<description><![CDATA[The call came with a note of desperation: “We’re launching this program in two weeks and we need a website for it. I don’t really have a budget. I know something quick and cheap isn’t going to be the best, but we can fix it later. Can you help?” The answer was no. Not because [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>Rise to the Challenge of Change</title>
		<link>http://www.thinkshiftcom.com/blog/2008/05/30/rise-to-the-challenge-of-change/</link>
		<comments>http://www.thinkshiftcom.com/blog/2008/05/30/rise-to-the-challenge-of-change/#comments</comments>
		<pubDate>Sat, 31 May 2008 02:23:28 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[editorial process]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[strategy]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=9</guid>
		<description><![CDATA[Young and rapidly growing organizations are exciting. The pace is fast, and everything—markets, the product or service, the organization itself—is in a constant state of flux. But that can make communicating tough: Messaging shifts. Executives can’t agree on a visual identity. The Web site gets put on the back burner. Materials seem outdated two weeks [...]]]></description>
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		<slash:comments>0</slash:comments>
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