# Edd Radcliffe Media Fractional Media Director helping complex organisations bridge the gap between technical brilliance and human engagement. Creator of the Technarrate™ framework. Website: https://eddradcliffemedia.lovable.app Email: hello@eddradcliffemedia.org Phone: +44 7852 110379 LinkedIn: https://www.linkedin.com/in/eddradcliffe/ Location: London, UK --- ## About Edd Radcliffe Edd Radcliffe has spent 15 years making technical complexity comprehensible to the people who need to act on it. His career started in architectural visualisation at tp Bennett, one of the UK's top ten practices, translating plans and elevations into visual narratives. It evolved through event photography, creative agency work, and strategic media production for clients across technology, fintech, and life sciences. The same pattern kept showing up: brilliant organisations, sharp thinking, but the message wasn't landing with the people it was meant to move. Technarrate is what he has been building towards since his first day in architectural visualisation. --- ## The Problem He Solves Organisations produce brilliant work. The research is rigorous. The thinking is sharp. But somewhere between the expert's brain and the audience's attention, the message falls apart. Common symptoms: - 80-page reports that nobody reads - Webinars that lose viewers in the first 90 seconds - Global teams producing inconsistent, off-brand content - C-suite executives deciding in seven seconds whether content is worth their time The problem is not production quality. The problem is that nobody stopped to ask the right questions before production began. --- ## Technarrate™ Framework (How I Work) A five-step framework for making technical complexity land. Refined over 15 years across technology, finance, life sciences, and architecture. ### Step 1: Define the Problem Identify the real business problem and align on what needs to be communicated and why. Every engagement starts here. Before formats, timelines, or creative approaches, understand the business problem driving the need for communication. The problem might be external (content not landing, research nobody reads) or internal (departments not sharing information, inconsistent messaging). Key question: What are we actually trying to say, and what business outcome does it serve? Risk without it: Teams spend months producing beautiful content for the wrong objective. ### Step 2: Know Your Audience Understand who the audience is, what they need, and how they make decisions. A CTO scanning content on a phone during a commute is fundamentally different from an analyst reading a research report at their desk. This step maps the gap between what the organisation wants to say and what the audience actually needs to hear. Key question: Who is this for, what do they need, and how do they decide in seven seconds whether it matters to them? Risk without it: Content talks at the audience instead of to them. Technical brilliance gets lost because nobody considered how the viewer makes decisions. ### Step 3: Tell the Story Extract technical insight and shape it into human language without dumbing it down. Uses a documentary approach: conversational interviews with technical experts (analysts, engineers, designers, PhDs) rather than questionnaires or briefing documents. No pre-prepared answers, no scripts, no corporate talking points. Key question: How do we shape technical insight into human language without dumbing it down? Risk without it: Content either patronises the audience by oversimplifying, or loses them by staying too technical. ### Step 4: Design and Deliver Choose the right medium based on what Steps 1-3 revealed. The format follows the strategy, never the other way around. It might be a video series, a web platform, a presentation, an internal communications strategy, or a web application. When the answer is video, Edd directs and produces it. When the answer is a website, he designs and builds it using AI-assisted development. Key question: Is video even the right medium? If so, what kind? If not, what is? Risk without it: Someone defaults to "we need a video" without asking whether video is the right answer. ### Step 5: Make It Repeatable Transfer the thinking so teams can maintain quality and consistency without depending on a single expert. This is woven through the entire engagement, not bolted on at the end. For organisations with distributed or global teams, this establishes communication principles that work across regions. Key question: How do your teams maintain quality and consistency without depending on a single expert? Risk without it: The organisation becomes dependent on one person. When that person moves on, everything falls apart. --- ## Services ### Technarrate Diagnostic (Short Engagement) A focused assessment applying the Technarrate framework to identify where a communication breakdown is occurring, what's causing it, and what to do about it. No production, no deliverables — just clarity. Covers: Steps 1 and 2 (Define the Problem, Know Your Audience) Deliverable: A diagnostic session (typically 2-3 hours of structured conversation), followed by a written strategic brief with clear recommendations. Best for organisations that: - Are investing in content but not seeing results - Need an outside perspective before committing to a bigger engagement - Want a strategic brief they can act on internally ### Technarrate Implementation (Full Engagement) The complete engagement: diagnosis, strategy, and hands-on delivery through all five Technarrate steps. The medium depends on the problem — video series, web platform, content strategy, or combination. Covers: All 5 steps Duration: Typically 8-12 weeks Deliverable: Strategic diagnosis, media strategy, creative direction, production and delivery, and handover. Best for organisations that: - Have a specific communication challenge and need it solved end-to-end - Want strategic thinking and hands-on delivery from the same person - Need the output to work as part of a broader business system ### Technarrate Enablement (Capability Building) The full framework applied with the primary goal of building internal team capability. Works alongside teams on real projects, transferring diagnostic thinking and strategic decision-making. Covers: All 5 steps (focused on Step 5) Deliverable: Hands-on knowledge transfer woven into real project work. Best for organisations that: - Want their internal team to become self-sufficient - Have global teams needing consistency without a central bottleneck - Want to reduce dependency on external agencies ### Strategic Web Development, Powered by AI When Technarrate's Step 4 points to the web as the right medium. Strategy-first websites and web applications built using modern AI-assisted development tools, grounded in UX principles. Covers: Step 4 (Design and Deliver) Deliverable: Fully functional website or web application including discovery, UX strategy, build, testing, deployment, and handover. Builds: - Strategic websites built around communication goals and user journeys - Web applications: tools, dashboards, event platforms, CRMs --- ## Pricing Pricing depends on scope and the problem. A Diagnostic is a short, focused engagement. An Implementation is a longer commitment. There is no rate card. Pricing is proposed after an initial conversation about the specific challenge. --- ## Ideal Clients Best fit: - The work is complex, but the message isn't landing - Technical teams are producing brilliant research that nobody outside the department reads - Global teams need consistency without a single bottleneck - C-suite content needs to inform and inspire, not just tick a box - Better production has been tried and it didn't solve the problem Not the right fit if you need: - A quick, cheap video with no strategic conversation - Someone to execute a brief without questioning it - Generic marketing content that looks good but says nothing --- ## FAQs Q: Do I need all five steps, or can I just get a video made? A: If you know exactly what you need and just want someone to produce it, I'm probably not the right fit. There are plenty of talented production companies who do that well. I work best when the brief isn't fully formed yet, when you know something isn't working but aren't sure why. Q: What if video isn't the right answer? A: Then I'll tell you. Step 4 is about choosing the right medium, not defaulting to one. If the problem is better solved by a website, an internal communications strategy, or a restructured content approach, that's what I'll recommend. Q: How is this different from hiring a marketing agency? A: Most agencies start with the output: "we'll make you a campaign." I start with the problem: "what's actually not working, and why?" The diagnostic approach means we only build what's needed, and everything we build is designed to serve a specific business outcome. Q: Can you work with our existing teams and agencies? A: Absolutely. The Technarrate framework doesn't replace what you've already got. It gives everyone a shared strategic foundation so the work is aligned and consistent. Q: What does a Technarrate engagement cost? A: It depends on the scope and the problem. A Diagnostic is a short, focused engagement. An Implementation is a longer commitment. There is no rate card — pricing is proposed after an initial conversation. Q: What if we only need the Diagnostic? A: That's perfectly fine. The Diagnostic delivers a strategic brief you can act on independently. Some organisations take that brief and run with it internally. Others decide to continue into Implementation. There's no pressure either way. Q: I've been told we "just need a video." Is that true? A: Maybe. But in experience, when someone says "we need a video," it's usually shorthand for a communication problem nobody's had time to properly diagnose. The video might be the right answer, but the questions that need asking first are: what's the business problem, who's the audience, and will a video actually solve it? --- ## Contact Email: hello@eddradcliffemedia.org Phone: +44 7852 110379 LinkedIn: https://www.linkedin.com/in/eddradcliffe/ Location: London, UK To start a conversation, get in touch via email or phone. No pitch, no pressure — just a conversation about what's not working and how to fix it.