vfdnet is a virtual network of experienced financial directors providing financial leadership and services to business owners as they prepare their businesses for sale.


  • To understand the nature of vfdnet’s business and the special characteristics which differentiate it from its competitors
  • To craft a set of narratives that capture the essence of vfdnet’s business
  • To express those narratives in layman’s terms that will make sense to non financial audiences


  • Through a series of meetings with James, the owner and director of vfdnet, we were able to identify the essence of the business and outline a set of characteristics which described the business
  • We also drew out the key challenges that vfdnet clients faced and established clarity over the support, leadership and experience that vfdnet can bring.
  • Spirtlevel drafted eight and 100 word narratives based on the conversations outlined above.
  • Together with the client, initial drafts were honed before arriving at final versions which can be used throughout vfdnet’s marketing activities with the purpose of inspiring and engaging new audiences
  • Spiritlevel provided vfdnet with a new language, captured in an exciting set of narratives, that clearly and succinctly describes vfdnet as a business which creates value, business growth and great results for business owners and their management teams