The working library for the new site and core campaigns. Two to three variants per slot, with the top pick flagged. Read each one aloud before shipping.
The credential claim that survives every cut is "former CxO" (or the function-specific version: former CIO, former CMO, former CFO, former CHRO, former COO, former CEO). The mechanism claim that survives every cut is "AI speed."
v1.2 scrubs applied throughout this library:
- No self-applied "advisor" / "advisory firm" / "fractional." Per founder direction (citing Greg Head): in PE, "advisor" reads as not an operator and "fractional" reads as retired exec looking for a payday. The brand name THG Advisors stays — the wordmark is not a category description.
- No "upper-mid-market" / "$1B" / "divisional leadership at strategics" framing. The audience band is mid-market only: $75M–$500M.
- Service line #6 is "Executive Bench Placement" (brand-strategist may set a final name in parallel).
- At least one hero subhead and one team-section intro explicitly carry the human × AI synthesis frame: experience matched by technology, AI does the labor, the operator does the judgment, the most human firm in the age of AI.
Homepage hero — 5 candidates
Each candidate is a headline + a subhead option (sometimes two). The top pick is at the top.
Candidate 1 — TOP PICK (founder-approved primary)
Senior operators. AI-speed execution. One firm.
Subhead A (top pick): Every engagement at THG is run by a former CxO who has actually run the function — and ships the change in weeks, not quarters.
Subhead B: A former CIO runs the CIO engagement. A former CMO runs the brand reposition. A former CFO runs the close. AI compresses the work so the judgment in the room is what you pay for.
Subhead C — carries the human × AI synthesis frame (NEW in v1.2): Experience matched by technology. The former CxO makes the judgment call; AI does the labor underneath. The most human firm in the age of AI is the one where the human is a peer who has already run the function.
Why it leads: the founder-approved positioning line. The CEO can repeat it after one read. Subhead A is the cleanest default. Subhead C is the version to use when the surrounding context (a deck cover, a campaign landing page, a founder-letter intro) wants the synthesis frame named, not implied.
Candidate 2
The change actually gets made.
Subhead A: Not recommended. Not roadmapped. Made — by a former CxO running the engagement, with AI and automation compressing the work from quarters to weeks.
Subhead B: Most consulting engagements end with a deck. Ours end with the integration shipped, the brand relaunched, the close on time, the seat filled.
Why it's strong: picks a fight in five words. Names what every other firm fails to do. Works when the audience already knows what consulting feels like and is tired of it. Subhead B spreads the proof across four functions.
Candidate 3
A former CxO runs your engagement. AI runs the work underneath.
Subhead A: That inversion — judgment on top, automation underneath — is why our engagements ship in weeks instead of quarters.
Why it's a contender: the cleanest single-sentence explanation of the model. Two clauses; two claims; both verbs. The plural "CxO" keeps it function-neutral. Carries the human × AI synthesis implicitly. Slightly long for a hero, which is why it sits at #3.
Candidate 4
Former CxOs. Shipping at AI speed.
Subhead A: Every engagement is led by a former operator who has run the function — using AI and automation to compress the work from quarters to weeks.
Why it's here: the short lockup, promoted into hero position. Works if the visual design wants maximum negative space and a five-word headline. Demoted to #4 only because the founder-approved seven-word primary owns the hero slot.
Candidate 5
Built for the work, not the deck.
Subhead A: THG engagements are led by former CxOs who have actually run the function — and shipped at AI speed by the same firm.
Why it's last but kept: the existing site has a version of this line and it tested well in our voice. Worth keeping in the rotation as an alt-hero, a campaign frame, or a section header inside the page.
Services overview
The intro to the seven service lines.
Section H1 — TOP PICK
Seven service lines. Each one led by a former operator who has run it.
Alt A: Seven services, one bench of former CxOs. The principal on your engagement has actually run the function.
Alt B: The full surface of a CEO's, CIO's, CFO's, CMO's, CHRO's, and COO's job — covered by one firm.
Intro subhead under the H1: Strategy, transformation, technology and AI, leadership and culture, transactions, interim executive placement, cyber and risk. The principal on your engagement is a peer who has actually run the function under similar pressure — with AI and automation as the execution layer so the change ships in weeks, not quarters.
Service-line headlines (one per line — 2–3 variants each)
1. Strategic Executive Alignment
- TOP PICK: Get the leadership team agreed on what ships this quarter.
- Alt: Where the executive team stops debating and starts shipping.
- Alt: Alignment, in the room, before the value-creation plan slips.
2. Transformation Readiness
- TOP PICK: Find out if the company can absorb the change you're about to make.
- Alt: The honest read on whether the organization can ship the plan.
- Alt: Stress-test the program before the board votes on it.
3. Technology, Data & AI Enablement
- TOP PICK: Modernize the stack without doubling the headcount.
- Alt: A former CIO leads the modernization. AI compresses the work.
- Alt: The AI roadmap, run by a former operator who has shipped one.
4. Leadership & Culture
- TOP PICK: A former CHRO in the room when the culture work gets hard.
- Alt: Run the leadership reset with someone who has actually run one.
- Alt: People work led by a peer who has owned the culture line through a scale event.
5. Strategic Transactions
- TOP PICK: Diligence, integration, and value capture — run by a former operator who has done all three.
- Alt: A former CFO or COO in the seat from LOI through Day 100.
- Alt: The integration that ships, not the integration that's planned.
6. Executive Bench Placement (renamed from "Fractional & Interim Executives" — v1.2)
- TOP PICK: A former CIO, CMO, CFO, CHRO, or COO in the seat next week.
- Alt: An interim CxO from the same bench that ran your engagement.
- Alt: When the engagement reveals the seat needs a body in it.
7. Cyber & Risk
- TOP PICK: A defensible security program, run by someone who has actually run one.
- Alt: Cyber and risk led by a former CISO who has stood in front of the auditors.
- Alt: The security work run by the CISO you'd hire if you could.
Industries section
Section H1 — TOP PICK
Four industries. Former operators on the bench in each one.
Alt A: The verticals where we have actually run the function.
Alt B: We pick the industries by the operators on our bench — not the other way around.
Intro line: Financial services, healthcare, hospitality, construction. Each engagement is led by a former operator who has actually run the function inside that industry, under the same constraints the buyer is under now.
Per-industry headline candidates
Financial Services
- TOP PICK: Walt Carter led three digital transformations in financial services. The bench behind him has done it again and again.
- Alt: Financial-services modernization run by former operators who have shipped 20+ enterprise programs in the sector.
Healthcare
- TOP PICK: Healthcare engagements led by former operators who have actually run healthcare functions — not consultants briefed on the vertical.
- Alt: The integration, modernization, and compliance work led by peers who have run the healthcare function.
Hospitality
- TOP PICK: Hospitality operators on the bench, running the engagement at AI speed.
- Alt: Hospitality work led by a peer who has owned the P&L through a cycle.
Construction
- TOP PICK: Construction-sector engagements run by former operators who have shipped the program, not pitched it.
- Alt: A former operator from the sector running the modernization end-to-end.
Team section
Section H1 — TOP PICK
The bench. Named, photographed, and on the engagement.
Alt A: Meet the former CxOs who actually run the work.
Alt B: Every name on this page has actually run the function we work on.
Intro line (TOP PICK) — carries the human × AI synthesis frame: 13+ decades of senior-executive experience, distributed across financial services, healthcare, hospitality, and construction. Former CIOs, CMOs, CFOs, CHROs, COOs, and CEOs on the bench. The principal on your engagement is one of them — not a deputy. Experience matched by technology: the operator makes the judgment call; AI does the labor underneath.
Alt intro: Walt Carter ran technology and transformation. Marty Smith ran growth and go-to-market. Humberto Castillo and Bill Price built the firm itself. Behind them: 50+ executive consultants — former CIOs, CMOs, CFOs, CHROs, and COOs — running the engagements we scope. The principal is named before the work begins.
Booking CTA
The final call-to-action block at the bottom of the homepage and the services pages.
Headline — TOP PICK
Talk to a former operator. Not a discovery deck.
Alt A: Book a 30-minute call with a former CIO, CMO, CFO, CHRO, COO, or CEO.
Alt B: Skip the analyst screen. Go straight to the former operator.
Subhead options
- TOP PICK: Bring the value-creation plan, the brand brief, the close calendar, or the workforce plan. You leave the call with an operator-grade read on whether — and how — we'd run it. Written take in 48 hours.
- Alt: No discovery deck, no junior screen. A peer-level conversation, then a written take within 48 hours on whether and how we'd run the work.
- Alt: 30 minutes with a former CxO. You decide what to bring; we'll tell you what we'd do.
Button copy
- TOP PICK: Talk to a former operator
- Alt: Book a peer-level call
- Alt: Book a working session
About page
H1 — TOP PICK
A firm of former CxOs who finished the work before they advised on it.
Alt A: Every name here actually ran the function before they joined the bench.
Alt B: Built against the half-measures of the firms we used to compete with.
Opening paragraph — TOP PICK
THG was built on a contrarian read of the market: the firm that wins the next decade of mid-market work is the one where the senior operator in the room is also the one shipping the change. The big firms still send a partner to the pitch and a 26-year-old to the work. The boutiques write the memo and go home. The AI shops ship the model without the judgment to decide whether it should be shipped. We sit at the intersection on purpose. Every engagement led by a former CxO who has actually run the function. Every workstream compressed by AI and automation so the change ships in weeks, not quarters. Experience matched by technology — the most human firm in the age of AI, where the human is a peer who has already run the function. One firm. One principal. One bench. The change actually gets made.
Alt opening paragraph (shorter, harder)
We built THG against three half-measures. Slide-deck consulting that ends with a recommendation. Junior-leveraged delivery where the buyer paid for the partner and got the analyst. AI without the judgment to decide what should ship. Our model is the synthesis: a former CxO running every engagement, with AI and automation as the execution layer underneath. AI does the labor; the operator does the judgment. 13+ decades of senior-executive experience on the bench. Seven service lines and six peer councils. One principal accountable for the outcome. The change gets made — not recommended.
Notes for the next writer
- Whenever you write a new section, the structural rule is the same as the messaging house: pick one of the three pillars (former CxO credential / AI speed / one firm) and lead with the one that earns the second sentence. Trying to land all three in one headline is how brochure copy is born.
- Every "TOP PICK" above passes the read-aloud test in the room. The alts are kept because they trade a slightly different beat — sharper contrast, longer rhythm, more specific receipt — that another surface may need.
- Spread the functional examples. The previous library leaned heavily on CIO. Across any section, the buyer set we serve (CEO, CIO, CFO, CMO, CHRO, COO) should be visible. If a draft only ever names CIOs, rewrite.
- Don't fabricate named receipts. Walt Carter (CIO/transformation) and Marty Smith (growth/CMO-adjacent) are the named bench operators we cite by name. For CFO, CHRO, COO, and CEO engagements, the principal is named at scoping — write "a former CFO from the bench will run…" rather than inventing one.
- Standing banned words to keep watching for: unleash, supercharge, leverage (as verb), synergy, future-proof, disrupt, reimagine, transform (without object), seamless, holistic, robust, world-class, best-in-class, "held the seat." If one slips in, send it back.
- v1.2 self-applied category nouns to keep watching for: advisor, advisory firm, fractional — when used as our category or service-line label. Use former CxOs, senior operators, the firm, the operator-led firm, interim executive placement instead. The brand name THG Advisors itself is fine.
- Audience band: mid-market, $75M–$500M revenue, ~200–3,000 employees. Drop any upper-mid-market, $1B, divisional language if it appears in any draft.
"Experience matched by technology. The most human firm in the age of AI."