I help financial services leaders and other high-stakes decision makers clean up their message and sharpen their stories when it matters most.
I spent 20+ years at MBNA and Bank of America managing messaging that couldn’t afford to fail, and I spent 15 years as an award-winning business journalist translating complex initiatives and challenges into plain English.
Now I help you do the same.
Your Message is Buried in Brand Garbage.
I’ll Bulldoze It and Apply Communications Windex
What I Do: Executive Ghostwriting & Brand Positioning
When the words matter most, your message needs to work—not just sound good. I help leaders craft the strategy and language that win deals, build trust, and differentiate in crowded markets.
Premium Ghostwriting
Op-eds that actually get published
Speeches that sound human, not corporate
Investor and board communications that stand up to scrutiny
LinkedIn and media content that doesn’t read like a copywriter on Ambien
Brand Positioning Documents
Your Communications North Star—the tool that aligns your team around three critical answers:
Who you are
Who you serve
Why you’re the right choice right now
If your leadership team is tired of debating messaging, this ends the argument.
Start With a Communications Checkup:
Before launching your next keynote, presentation deck, town hall meeting, or op-ed, ensure you’re not amplifying the wrong story.
That’s where the Communications Windex Audit comes in.
Step 1: Run The Mirror Test (Free)
Use this AI prompt to scan your own website for:
Time Drift: Outdated claims or leadership bios
Mixed Signals: Contradictory descriptions of what you do
Messaging Clutter: Content that confuses instead of clarifies
COPY AND PASTE THIS PROMPT: Visit my website [YOUR WEBSITE URL]. Identify anything that could confuse AI systems, customers, or competitors about my business. Look for:
· Time Drift: Old strategies, discontinued services, past leadership references, or dated claims that no longer reflect what I do.
· Context Gaps: Information that makes sense internally but could be misleading if repeated without full context.
· Message Inconsistencies: Contradictions in who I help, what I offer, or how I describe my differentiators.
Create a simple table with:
· The URL
· The issue type (Time Drift, Context Gap, Inconsistency)
· The concern level (Immediate / Soon / Monitor)
· Why this could confuse someone researching the company
Step 2: Get the Full Communications Windex Audit (Paid)
If you find more than a few examples of Brand Garbage, I’ll build you a custom content risk map:
See exactly where your message is vulnerable
Get a step-by-step plan to remove, update, or realign your content
Walk away with a narrative that works—across decks, websites, and speeches
Pricing starts at $1,000 and scales based on website size and complexity.
What It’s Like to Work With Me
“Working with Peter was like giving our brand a long-overdue spring clean. We came to him with a cluttered mix of outdated marketing collateral and inconsistent messaging. Peter cut through the fog and helped us see our brand more clearly.
From the outset, Peter brought a thoughtful, strategic, and refreshingly collaborative approach. He took the time to understand our business, our values, and the nuances that mattered most to us. What truly set him apart was his ability to distill complexity into clarity—he helped us articulate who we are and what we stand for in a way that felt both authentic and forward-looking.
Peter’s professionalism and responsiveness were equally impressive. He was always quick to respond, open to feedback, and laser-focused on delivering work that aligned with our goals. Thanks to his guidance, we now have a consistent, modern brand message that reflects not just where we’ve been, but where we’re going. I recommend Peter without hesitation.””
Need Personal Brand Help? I Do That Too.
Sometimes the stakes are personal.
I work with:
Recent grads (and their parents) navigating a brutal job market
Older executives facing layoffs or pivots
Leaders looking for their next big role
If you’re struggling to explain what makes you different, I’ll help you find the words—and the strategy—to stand out.
Who You’ll Be Working With
Peter Osborne
Founder, Friction Free Communications
I’ll be the one asking the difficult questions, ghostwriting the drafts, and helping you cut through the noise.
No junior team. No handoffs. Just me.
Trust At A Glance
My LinkedIn profile predominantly shared my employment history rather than encapsulating my individual professional essence and value contributions.
Prior to our discussion, Peter provided materials that not only helped him understand my career trajectory but also helped me reflect on my professional ambitions and next steps. He dedicated considerable time to listening and offering insightful information even before we had formally agreed to work together. Throughout our exchange, Peter's skillful inquiry process unearthed core motivations shaping my professional journey. His exceptional competence in enhancing personal branding is top-notch!
I got a great job in under a month. Peter is my Communications Windex.
Heather Elise Shaver, April 2024
“Peter helped us clarify our message and differentiate our advanced analytics company. He asked great questions about our business. He continues to help us ensure potential partners better understand what we do through LinkedIn, our website, sales decks, and op-eds for target publications. And he’s continued to help us over the past three years”
Stephen Hoops, CEO of Predictive Analytics Group, Jan. 2022
As a client, Peter helped fine-tune and clarify our branding statement at Flightdocs. When I left Flightdocs, I called on Peter again to create my personal brand and value statement for my professional career. Within a short time, Peter refined my LinkedIn profile and moved it from "Fluff" to "Stuff.” He painted an effective, value-oriented, and action-driven picture of me that resonated. The week following the "rebrand,” I ended up with three interview requests!
Karl Fischer, Vice President, Sales Optimization, JG Wentworth, November 2024
“Peter took on the difficult task of synthesizing many MBNA sales presentation materials and customer-facing communications and developing a portal that featured the ‘best of the best.’ His leadership drove a change in behavior among a peer group that was relatively set in their ways and resulted in more consistent brand messaging.”
Jodie Brinkerhoff, Former Account Executive at MBNA America Bank and Current Director of Innovation for the D/FW International Airport, June 2023
“After completing the first draft of my book about the challenges WSFS faced in the early 1990s, I wanted feedback from someone I trusted. Peter Osborne was the perfect person. Throughout my time as CEO, he had asked great questions, researched diligently, and helped his readers understand the problems facing our industry. For this project, Peter captured the voice and tone I wanted and pointed out opportunities to improve the structure and add meaningful stories. His advice greatly improved the final product.”
Marvin "Skip" Schoenhals
Retired CEO and Chair, Wilmington Savings Fund Society
Author, From Failing to Phenomenal
December 2022
“Peter completely revamped my decades-old resume and LinkedIn profile at a reasonable price during a very difficult time in my career. His work has garnered very positive feedback from talent acquisition professionals. He showed a strong commitment to positioning and was willing to do multiple revisions. He was compassionate and focused on delivering results that [helped me secure my new role in just a few months].”
Michele Hunter
City National Bank
December 2023
Use the PESO Model to Tell Stories That Streamline the Sales Process
Customers and prospects have questions. As they move through the funnel — Awareness, Interest, Consideration, and Action — let’s create content that proactively answers those questions, builds trust, and raises your visibility.
Telling stories that address prospect/customer pain points drives leads that convert.
Certified by Spin Sucks and Syracuse University S.I. Newhouse School in the implementation of the PESO Model (2022).
READY TO CLEAN UP YOUR MESSAGING? HERE’S HOW TO START.
Run The Mirror Test (free and instant).
Book a Communications Windex Audit if you find problems.
Talk to me about ghostwriting or brand positioning when you’re ready to sharpen your narrative for the next chapter.
