Not-for-profit Working Credit (WC) illustrates the power of one of Gary’s marketing commandments, “know your target.” WC offers one-on-one credit building assistance to low-wage workers, in particular Black and Latinx individuals marginalized by systemic racism in credit markets. Gary, the consummate straight shooter, reviewed WC’s marketing and reported to leadership that it may not be speaking to the people it was trying to help most. To hone the WC story, Gary interviewed past and current users of WC’s services to uncover the emotional hot buttons that spoke to the target’s aspirations – goals that were unreachable if they maintained current behaviors. Gary then crafted new breakthrough messaging; “You Can” – you can get a better apartment, you can get a better car, you can have peace of mind, you can provide a better future for your family if you get credit to work for you, not against you. Working Credit embraced the work, asked Gary to stay on to help create their Vision and Mission, and become a valued member of their Board.