Maybe I was destined to be a writer. After all, I was born in Oxford, Mississippi — home of William Faulkner, John Grisham, and other literary notables. But I’m no fiction guy. Instead, I chose the world of hucksters: advertising. In doing so, I continued a line of honest men in dishonest professions. Granddaddy was a politician. Daddy was both a lawyer and a used-car salesman.
For 13 and a half years, I wrote and wrote. I wrote about everything from fast-food hamburgers to epoxy polymer concrete manhole rehabilitation. And I wrote for pretty much every medium you can think of, including stadium scoreboards and those little plastic divider bars you put on the grocery-store checkout belt.
But I always wanted to be more than a writer. After all, I didn’t fit the mold. I’m left-brained. I love spreadsheets and flowcharts. And I was fascinated by strategy. (I actually collected creative briefs from agencies all over the country.)
So in 2002, I started Counterpart Communication Design. (I thought creating a company was a big deal. Later, I realized the bigger accomplishment: creating a culture that people love.) Today Counterpart serves as the Message Strategy Experts for many well-known brands.
The personal stuff? I’ve been married 20 years, and I love my wife more than ever. I have three awesome kids on Earth and one in heaven. I’m a proud Mississippian and a Catholic convert. My favorite subjects are the American presidents, the Gilded Age tycoons, and the early explorers of Africa. I collect beer cans, but I rarely drink beer. And I collect dead people... you know, the whole family-tree thing.
My style is down to earth, methodical, and relentlessly positive.
(Someone read this and said, “Say more. You’re relentlessly helpful! In so many ways.” Aww, thanks Susan. I try.)
I still own Counterpart. This site just gives me a dedicated place to preach and teach about Message Strategy. And to help on a personal level — at your early decision-making stages — with diagnosis and direction.
Can’t think of a better expert on effective messaging.
Brilliantly honest... an inspiration.
Hands down one of the best creative minds I’ve ever had the honor to collaborate with.
Perfectly genius plan for teaching marketers four key requirements for powerful messaging.
Sheperd is that rare combination of creative thinker and thoughtful planner.
A smart dude... and a great teacher.
Always very positive.
Sheperd’s research is genius level.
I love helping people get their message right. How can I help you?
