**About Peter Osborne
Yes, I’m the Guy with the Communications Windex**
Y
Clarity isn’t a luxury. It’s the difference between a message that lands and one that leaks.
A few years ago, my wife asked me what I actually do for a living. She wasn't needling me. She was curious, and she had been standing next to me at parties for years listening to me answer that question badly.
That's the whole problem, in one sentence, at my own kitchen table. If the person who knows you best can't repeat your value back to you, a prospect's CFO doesn't stand a chance.
WHAT I DO
I provide brand positioning and executive ghostwriting services to B2B founders, tech CEOs, and financial services executives, I bulldoze Brand Garbage for them and then apply Communications Windex until the message is clear enough to survive a board meeting.
Brand Garbage is the outdated, inconsistent, forgettable content piling up across your website, sales deck, LinkedIn, and investor updates. It's leftovers in the back of the fridge. Nobody throws it out because nobody's sure who it belongs to.
The cost shows up quietly, which is what makes it expensive.
A prospect's CFO reads your one-pager, can't tell you apart from the other two vendors in the RFP, and quietly stops fighting for you. The deal doesn't die. It just never closes.
You use AI to write your posts, and nobody has ever told you "that sounded like you."
Most clients arrive thinking they need better materials. What they need is a better story that everyone understands and can repeat.
WHO I WORK WITH
B2B founders and executives in financial services, fintech, analytics, and tech.
Mid-market companies whose sales, marketing, and leadership teams need to tell one story instead of three.
Independent consultants with strong opinions, limited time, and a market that can't tell them apart from everyone else.
I also do brand positioning and LinkedIn work for senior leaders in transition. That work lives on thePersonal Branding page.
HOW WE WORK TOGETHER
Three ways in. The Signature Messaging Package, the On-Call Retainer, and the Communications Windex Audit. Scope and pricing are on the Services page, where they belong.
Start free with the Mirror Test and see what your audience sees before you pay me anything.
WHO YOU'RE ACTUALLY HIRING
Syracuse journalism grad. 20+ years at MBNA and Bank of America, where colleagues called me "Bulldog" for asking the question everybody else in the room was too polite to ask. I managed 260+ partner programs and taught hundreds of account executives how to sell and negotiate, which is how I learned exactly what it costs when the field tells one story and the CEO approves another.
More than 15 more years as a business journalist. As editor of the Delaware Business Times, the publication was named the nation's most improved by the Association of Area Business Publishers in 2020. I won the same award for the Dallas Business Journal 30 years earlier, which suggests either that I'm consistent or that I have a type.
Founded Friction Free in 2009. Built the Mirror Test, the Conference Table Test, and Communications Windex. (Real methods, not brochure filler.)
Every engagement is handled by me. No junior team. No handoffs. No invoice padded with a ten-person internal Zoom call.
WHAT CLIENTS SAY
"In an age of AI slop, Peter’s ability to cut through and help craft a sharp executive message is invaluable.”
— Geoff McQueen, Founder, Worksights.AI, April 2026
“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.”
— Chip Messick, President-Americas, Profit Insight, July 2025
“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
“My book The Art of Achievement exists in a completely rewritten Twenty-Fifth Anniversary Edition only because of the practical genius and expert assistance of Peter Osborne. He is a master of prose and story and I know his well trained eye will benefit any manuscript. Any author should consider working with Peter. He will be a joy as a partner in the enterprise.”
READY TO SEE WHAT YOUR AUDIENCE SEES?
Start with the Mirror Test. It's free, it takes 10-15 minutes, and it will find your Brand Garbage before I ever do.
If you'd rather have a second set of eyes on it, let's talk. Thirty minutes, no pitch. You'll leave with five to seven things you can fix this week, whether you hire me or not.