I was presented with the raw data and some very rough outlines, which Tom asked me to turn into a chunky report chanelling the spirit of the Verizon DBIR. I got straight into the data, looking at the narrative critically and ensuring that the data supported that narrative. I wrote the copy in stages, so that Risk Ledger’s team could review while I was writing, getting the piece delivered faster. Thanks to the efforts I and Risk Ledger put in, the reports were picked up by a wide range of media outlets, helping Risk Ledger raise its profile significantly. As an added bonus, the pieces together generated 141 leads, three of which turned into business opportunities – providing some concrete ROI alongside the vital brand building work we wanted to do in the first place.