The 10 most valuable oil and gas solution provider companies may 2017

1. The way of business solutionsThe way of business solutionsMay-June 2017May-June 2017
www.insightssuccess.com
360factors: Revolutionizing Face of Oil & Gas Industry
www.insightssuccess.com
MOST VALUABLE
SOLUTION PROVIDERS
10
THE
OIL & GAS
Green Energy VS Conventional
Energy: Who Will Be in
the Front Row?
Greendraft
Editor’s Desk
The Recovering
Oil and Gas Market
Carl McCauley
CEO

2. G R I P That Truly Works.
www.jktyre.com
+91-11-23311112-7

3. Since 1984
www.fossil.com

4. Editorial
In an interview in 2000, former Saudi Arabian oil minister,
Sheikh Ahmed Zaki Yamani said, “The Stone Age did not
end for lack of stone, and the Oil Age will end long before
the world runs out of oil.”
Sixteen years later, Yamani’s words have precisely summed up
the disturbed state of the Oil and Gas (O&G) industry. Even
though, the downfall of oil is still some time away, it’s clear as
crystal that the industry is going through one of the most
transformational periods in the history, which will eventually
reevaluate the energy business as we know it.
To navigate change of this scale will require O&G leaders to
take smart and strategic decisions. They will need to tackle cost
and investment worries in the short term while preparing
themselves to respond to the impending impact of expected
external environmental pressures.
The dramatic drop in oil prices — below USD 40 per barrel for
last two years, down more than 60% from their high in the 2014
summer — reveals uncontrolled supply and weak global
demand among concerns over slackening economic growth
around the globe. This disparity is only going to worsen this
year. Consequently, the oil prices are expected to remain little
for the near future, although it wouldn't surprise the world if
instability returns.
However, the right place can be undertaken by O&G companies
with following three steps. Foremost is to review the business
strategy and refocus the organization on what they do best and
where they can best outpace competitors. It follows by avoiding
arbitrary cost cutting no matter how difficult things get, which
might leave the organization unprepared for an uncertain future,
but in the long run, it will work. The final one is that the O&G
companies need to take advantage of new technology to invent,
reduce costs, and help contribute to attaining a lower-emissions
environment.
In short, every organization in the O&G sector will be tested in
a different way. But they will have to rise to the occasion, for
the world to survive.
The Need
of Exploiting
Technology
in Troubling
Oil Prices
Abhijeet Parade

5. ,7
Insights Success Media Tech LLC
555 Metro Place North, Suite 100,
Dublin, OH 43017, United States
Phone - (614)-602-1754
Email: info@insightssuccess.com
For Subscription: Visit www.insightssuccess.com
Insights Success Media and Technology Pvt. Ltd.
Ofce No. 513, 5th Floor, Rainbow Plaza, Shivar Chowk,
Pimple Saudagar, Pune, Maharashtra 411017
Phone - India: 020-69400110, 111, 112
Email: meera@insightssuccess.in
For Subscription: Visit www.insightssuccess.in
sales@insightssuccess.com
Corporate Ofces:
May-June, 2017
Database Management Steve
Technology Consultant Vishal More
Circulation Manager Robert
Research Analyst Jennifer
Editor-in-Chief Pooja M. Bansal
Ariana LawrenceSenior Editor
Co-Editors
Co-designer Alex Noel
Visualiser David King
Business Development Executive
Rahul KavanekarPicture Editor
Marketing Manager Philip Walker
Art Editor Karan Gaikwad
Kaustav Roy
Managing Editor Abhijeet Parade
Business Development Manager David Martin
Art & Design Director Amol Kamble
Stephanie Andrews
Sagar Bhattacharjee
Archana Ghule
Andy Mitter

6. 360factors:
Revolutionizing
Face of Oil & Gas
Industry
08
COVER STORY
Information Technology
Revolution
The Most Cost Effective
Way To Build
An “it” Brand
22
20
Green Energy VS
Conventional Energy:
Who Will Be in the
Front Row?
32
ARTICLE
CXO
STANDPOINT
26
Some Engaging
Trends Illuminate
Future Of Logistics
The Recovering
Oil and Gas Market30

7. CONTENTSCONTENTS
MOTIVE Drilling
Technologies:
Delivering Decision Making
Applications to O&G Companies
18
3GiG:
Delivering Decision Making
Applications to O&G Companies
Saltworks Technologies:
Innovative Solutions for
the World’s Most
Challenging Waters
16
26

8. ince 2010, the oil and gas industry in the US is booming. Though the prices have declined over the last two
Syears, the US is one of largest petroleum producers. There are 900,000+ active oil and gas wells in the US, and
more than 130,000 have been bored since 2010, as per Drillinginfo’s report, a company which provides data and
analysis to the drilling industry. Everyone is familiar with the oil-rich regions of Texas, but the new pipeline
infrastructure and technological advances have brought the capability to take out these resources to new parts of the
country, while instilling billions of dollars into local economies and spurring a modern-day gold rush.
There have been many companies in this sector which have achieved a lot over the past few years. With the same
enthusiasm, we have shortlisted “The 10 Most Valuable Oil & Gas Solution Providers,” which have been aiming for
bigger, promising for better and delivering the best.
Our cover story features 360factors, a leading cloud-based Enterprise Risk and Compliance Management technology
and services company that helps companies improve business performance by reducing risk and ensuring compliance.
Carl McCauley, the CEO of 360factors is a highly successful executive with a technology background and a unique
combination of sales, marketing, product management, development, operations and business experience with proven
success in high-growth enterprise software companies.
Apart from cover story, we have Motive Drilling Technologies for their singular focus: providing unique technologies
and services that lower the cost and improve the accuracy and performance of drilling horizontal wells, OES Asset
Integrity Management, for helping businesses to work with better efficiency and security, Saltworks Technologies
for their innovative solutions for the world's most challenging waters and 3GiG for delivering decision making
applications to O&G companies. We have also shortlisted AVEVA ProCon, Statoil, Strategic Oil & Gas Ltd., C&J
Energy Services, and KPMG for their impeccable services.
While flipping through the pages of our magazine do not forget to read “The Recovering Oil and Gas Market” from
Editor’s Desk and “Greendraft: Green Energy VS Conventional Energy: Who Will Be in the Front Row?” from our
talented writers.
So, let's just get started then!
America on the Verge of
Becoming ‘Crude’Again
10
Most Valuable
P r o v i d e r s
Solution
The

10. Carl McCauley
CEO
COVER STORY

11. Revolutionizing Face of
Oil & Gas Industry
We go above and
beyond to meet your
expectations

12. Faced with unprecedented regulatory burdens, oil and
gas companies have the challenge of managing their
OSHA, BSEE, USCG, DOT, EPA, Conflict
Minerals, NI-52109, COBIT, ISO and many other
requirements effectively. They also have to face the weight
of compliance mandates such as Extractive Industries
Transparency Initiative (EITI), Amendments to EU
Directives, Dodd-Frank Act Section 1504, SEC Rule 13(q),
SOX, FCPA and other compliance programs based on
federal and state regulations. Oil and gas companies are
going through several structural and cultural issues
internally, and many companies do not have the talent,
organizational framework, systems, processes, or attitudes
to be sufficiently flexible and innovative in an evolving and
uncertain marketplace.
What these companies require to stay ahead of competitors,
to not run afoul of government regulations and to be
profitable in long run, is an integrated approach to
regulatory compliance, safety and sustainability. And when
it comes to helping oil and gas companies manage their
assets safely, reliably, sustainably and cost effectively, one
leader that makes its value proposition strong and clear is
360factors. 360factors, Inc. is a leading cloud-based
Enterprise Risk and Compliance Management technology
and services company that helps clients to improve business
performance by reducing risk and ensuring compliance.
Helping Companies Navigate their Way
360factors helps oil and gas companies navigate their way
through a changing regulatory environment, managing risk
and improving performance to increase operational
excellence, sustainability and margins. Their regulatory risk
and compliance management solution breaks down silos
and reduces costs incurred by multiple installations while
minimizing the complexity for functional departments and
compliance initiatives. With 30 years of rich experience of
providing environmental consulting services in the areas of
soil and groundwater investigation and remediation,
industrial and hazardous waste management, hazardous
waste facility permitting and closures, soil and groundwater
investigations and remediation, petroleum storage tank
investigations, and environmental site assessments,
360factors is revolutionizing the face of oil and gas industry
for good.
An Answer to Governance, Risk and Compliance
Challenges
Their flagship software product, Predict360 is an answer to
the governance, risk and compliance challenges faced by
organizations. As an enterprise regulatory risk and
compliance software, Predict360 integrates regulations and
requirements, policies and procedures, risks and controls,
audit and inspections, employee qualifications,
certifications, and training in a single cloud-based platform
powered by Artificial Intelligence. Adapting to the needs of
functional managers, the software can be configured to
provide industry specific workflows and tools while
allowing them to manage their day-to-day risk and
compliance tasks to increase efficiency, agility, quality,
productivity and develop a culture of excellence. Licensed
as a software-as-service (SaaS), Predict360 can be
purchased and deployed as either standalone module(s) or
as part of an integrated risk or compliance management
suite to provide industry or company-specific solutions
including: Governance, Risk and Compliance (GRC),
Compliance Management (CM), Enterprise & Operational
Risk Management (ERM/ORM), Environmental, Health &
Safety Management (EH&S), Human Compliance
Management (HCM), Third-Party Risk Management
(TPM/VRM) and Cyber Security Management (CSM).
A Humble Beginning
The company faced high employee turnover in the initial
years as they had to spend a lot of time and money on
hiring and training employees, and then after a few months
they were leaving the company. Thus, to overcome this,
360factors changed their strategy and tactics with which
they started looking for individuals that were not only
talented but also comfortable in the ambiguity of the
entrepreneurial environment. They even revised their
compensation program and started rewarding employees
with quarterly bonuses for achieving a certain percentage of
their goals. Also, they made employee satisfaction and
retention the company’s top priority. To overcome the
challenge of employee turnover, they built an ideal culture.
Although strategies and tactics changed due to initial
struggles, their vision and mission served as a driving force
behind what they wanted to accomplish.
A Highly Successful Executive Leading the Voyage
Carl McCauley, the CEO of 360factors is a highly
successful executive with a technology background and a
unique combination of sales, marketing, product
management, development, operations and business
experience with proven success in high-growth enterprise
software companies.
Carl has some great achievements to his credit. He was
working as VP of Sales at MetricStream for seven years
where he took them from the startup phase to become an
industry leader, growing sales at an average rate of 50%
COVER STORY

13. annually and becoming recognized as a Leader in Gartner’s
GRC Magic Quadrant. And as SVP of Sales at Zycus, Carl
helped Zycus become recognized as an industry leader in
procurement source-to-pay solutions and a leader in
Gartner’s Strategic Sourcing Magic Quadrant.
Carl enjoys providing solutions that help companies
manage and optimize their business processes. Whether
meeting their regulatory compliance requirements,
managing the risks associated with their business, or
interacting with their suppliers and customers, the best
performing companies continuously focus on optimizing
and improving the efficiency of their processes and
procedures.
Carl likes to use his background in software
technology along with his business
experiences to work with their
customers in understanding their
business and then figuring out
ways to improve these
processes, make their
employees more efficient
and lower their operating
costs while still ensuring
that they meet their
business and regulatory
compliance requirements.
Within the oil and gas
industry, there is a
tremendous variability in how
companies approach their
regulatory and safety compliance
requirements that creates new
challenges that Carl and the 360factors
team helps their customers to overcome
every day and which in-return provides a
tremendous amount of day-to-day satisfaction for him and
his team.
The Full Picture of 360factors’ Unique Keynotes
Below are some of the reasons why clients choose
360factors:
AGILE: 360factors is agile. The market is inundated with
GRC and EHS projects that are frustrating and fail because
they are complex, time consuming, and take months to over
a year to implement. However, 360factors allow
organizations to be agile by delivering Predict360 on time
and on budget.
INTUITIVE: Predict360 is intuitive and easy to use.
Organizations do not need to send staff through huge
amounts of training and certification programs because
Predict360 delivers intuitive, engaging, and easy to use
solutions. This allows organizations to spend less time on
low value activities and provide services to their clients that
are of high value and achieves results.
VALUE: Predict360 is designed for mid-size corporations
and provides a very cost-effective and affordable solution
for compliance, unlike many of the other legacy solutions in
the market today. With a much lower initial upfront cost, a
quicker timeframe to get the solution up and running
measured in weeks instead of months along with monthly
or annual payment options, Predict360 is much
more affordable for companies looking for
an integrated solution to manage their
compliance, risk and safety
management needs.
ARTIFICIAL
INTELLIGENCE:
Predict360 incorporates
artificial intelligence (AI)
and natural language
processing (NLP)
technology into their
solution to greatly help
reduce the amount of time
employees spend in
managing constantly
changing regulatory
compliance requirements.
Testimonials that Complement
Their Services
360factors’ clients have always
appreciated the company’s services. Below are
some of the testimonials from the client’s:
“The best part of the service was the excellent project
management carried out by the project manager. Setting
clear goals and objectives during a proof of concept helped
move the project forward to meet Gravity’s requirements.
Also, I’m very pleased with 360factors management and
development of the product.” - Antonio “Tony” Martinez,
Compliance Manager at Gravity Midstream.
“Using Predict360™, we help our clients proactively
identify applicable EH&S regulatory requirements; set up
compliance and training programs; produce calendars and
Being agile is
more than being fast - it
is being nimble, exible,
and adaptable
to a changing
environment

14. notifications, and manage the EHS regulatory risks. These
efforts translate to iterative improvements and cost savings
in our clients’EHS programs, as measured by fewer audit
findings, agency violations, non-compliance incidents,
safety violations, fines and lost business.” - James
Westbrook, President and CEO of BlueScape
Environmental.
“360factors has demonstrated innovation in GRC with its
product for Regulatory Change Management.” - Michael
Rasmussen, Chief GRC Pundit for GRC 20/20.
Quintessential Factors Behind their Success
A vision, real passion, and hardworking and committed
employees and a great product have been the key factors
behind the company’s success. They have a rewarding
culture which ensures that all employees at 360factors take
complete ownership of their work and deliver all their goals
with hard work and commitment. Furthermore, they
communicate a lot and keep their employees continually
informed. This creates a sense of ownership among
employees and leads to outstanding results for the company.
Carl’s Advice to Entrepreneurs
“To build a successful company, you must have a vision and
real passion around what you’re doing. You need to
strongly believe that what you are planning is doable, the
market needs it and you can help make it happen. In an
entrepreneurial environment where risk is a big factor the
absence of information results in people generally assuming
the worst. Thus, it is important to ensure that you keep your
workforce informed and motivated. The key for that is
communicate, communicate and communicate! Build a
strong, talented, hardworking and committed team that is
comfortable in the ambiguity of the entrepreneurial
environment to bolster your success.”
Future Days
Carl is very optimistic about the future of 360factors. Their
products and services are being liked by all the customers
and they are keeping the level of satisfaction pretty high.
“Our customer base continues to grow rapidly and we are
constantly developing and innovating our products and
services based on customer and market needs to stay ahead
of the competition and to ensure high customer satisfaction
in future as well. I believe that 360factors has a very bright
and prosperous future. Also, considering the pace with
which it is growing and developing, I see 360factors as the
market leader in a few years,” concludes Carl on the future
of 360factors.
COVER STORY

16. Address :
Country :City : State : Zip :
Global Subscription
Date :
Check should be drawn in favour of : INSIGHTS SUCCESS MEDIA TECH LLC
Never Miss an Issue
Yes I would like to subscribe to Insights success Magazine.
Name :
1 Year.......... $250.00(12 Issues) .... 6 Months ..... (06 Issues) ..... $130.00
3 Months ... (03 Issues) .... $70.00 1 Month ...... (01 Issue) ..... $25.00
Telephone :
Email :
Insights Success Media Tech LLC
555 Metro Place North, Suite 100,
Dublin, OH 43017, United States
Phone - (614)-602-1754,(302)-319-9947
Email: info@insightssuccess.com
For Subscription : Visit www.insightssuccess.com
SUBSCRIBE
TODAY
CORPORATE OFFICE

17. BriefManagementCompany Name
AVEVA is a leading global provider of engineering,
design and information management software solutions.
KPMG is a global network of professional firms providing
Audit, Tax and Advisory services.
MOTIVE Drilling Technologies, Inc. designs and develops
directional drilling bit guidance solutions.
Saltworks manufactures and delivers advanced
desalination and brine management systems.
Strategic Oil & Gas Ltd. is an emerging junior
oil and gas company based in Calgary, Alberta, Canada.
Statoil deliver oil, gas and renewable energy in a
safe and sustainable way - accommodating the world’s
growing need for energy and reduced climate emissions.
360factors
360factors.com
360factors, Inc. is a cloud based Enterprise
Risk and Compliance Management automation
technology and services company.
3GiG
3-gig.com
3GiG is an integrated technology and services company
for the O&G industry, delivering a Smart Process
Application platform designed to help improve the
effectiveness of their unstructured, un-automated,
human-based collaborative business activities and processes.
C&J Energy Services is a leading provider of on-shore well
construction, well completion, well support, and other
complementary oilfield services to oil and gas
exploration and production companies.
OES supplies services to offshore and onshore
oil and gas industry globally.
Richard Upshall
Founder & CEO
Bill Thomas
Chairman
Ben Sparrow
Founder & CEO
Gurpreet Sawhney
Director
President &CEO
Eldar Saetre
CEO
OES Group
oesgroup.com
Todd Benson
CEO
MOTIVE Drilling
Technologies, Inc
motivedrilling.com
KPMG
kpmg.com
Don Gawick
President & CEO
C&J Energy Services
cjenergy.com
James Kidd
CEO & President
AVEVA ProCon
aveva.com
Kandy Lukats
CEO
Carl McCauley
CEO
Saltworks Technologies
saltworkstech.com
Statoil
statoil.com
Strategic Oil & Gas Ltd.
sogoil.com
10
Most Valuable
P r o v i d e r s
Solution
The

18. The tradition of investing time and money to create
custom programs and supporting it over its
lifecycle is obsolete now. To match the rapid
development process and fast paced industry scenario,
3GiG has come up with a best-in-class software to serve the
O&G industry and help you deliver excellence while
maximizing your profitability and efficiency. 3GiG
specializes in providing Decision Making Apps using their
proprietary software that builds business-driven
applications.
3GiG’s solutions’ prime focus is to support bottom line
business decisions and automatically create a corporate
memory store of ideas, thoughts, projects and status.
Helping clients is 3GiG’s forte; they help clients identify
the best ways to capture typically unstructured human
knowledge into structured data that can be measured,
tracked, and charted. This data is making a critical
connection to the business processes and decisions, where
value is created and delivered to the bottom line.
Envisioning the Need of Decision Making Applications
Kandy Lukats, is the CEO of 3GiG. With a background in
geology, Kandy carries a rich experience of working with
multinationals for variety of operations, consulting and
serving at BP and in senior management roles at
Landmark/Halliburton, including VP of Exploration and
Development Systems for Landmark.
With over 25 years’ experience in O&G, and as the CEO of
3GiG, Kandy focuses on extending the leadership position
of 3GiG by expanding customer relationships and partner
initiatives through the development of 3GiG’s Prospect
Director software, Energy Services Division and Smart
Partner Program.
Kandy and Eric Williams, the CTO of 3GiG, wanted to
create a software that could allow businesses to build apps
according to their needs and objectives without the use of
developers or coding. Their software is now being used to
design and deploy enterprise scale apps in days to weeks
without the need for a software developer and can fit into a
company’s current IT infrastructure in a matter of hours.
3GiG’s Innovative Approaches to be in the Forefront
With these three Innovative Approaches 3GiG is
revolutionizing the O&G industry;
COST
To minimize cost and maximize efficiency, 3GiG is
providing cost benefit analysis and making their clients
understand; how adopting/implementing 3GiG’s technology
can be more cost effective, let it be for one year or for
longer term. Prior to the O&G industry crash, many skilled
employees lost their jobs and there was a huge loss of 250k
to 500k USD. Then 3GiG’s analysis showed that companies
were typically spending ~$1m to implement technology in
their area, because their cost ranges from more than 100k to
300k USD and more importantly, it made their clients
faster, smarter and more flexible. 3GiG’s most of the
opportunities are from companies looking to replace aging,
in-flexible applications with their software to leverage
speed and pricing.
KNOWLEDGE
The main motto of 3GiG’s solutions is to support bottom
line business decisions by offering a way for companies to
automatically create a corporate memory store of ideas,
thoughts, projects and status. Applications are envisioned
by business leaders to reflect the way they want their teams
to work. The combination of leading the way as well as
tracking the way teams actually work in the same context
means that implementation of an application, using 3GiG’s
software can be leveraged and lead change for their clients
and address the challenges arising from the changing
workforce demographics by closing the knowledge gaps
their clients are now seeing.
NOW OR NEVER
“Now it’s the time to be proactive with planning, processes
and technology. The thought leaders in our client base are
taking this time to look at efficiency and optimization, and
10
Most Valuable
P r o v i d e r s
Solution
The
3GiG: Delivering Decision Making
Applications to OG Companies
16 |MAY-JUNE 2017

19. ‘‘ ‘‘
put tools in place to manage this. The idea being that they
will then be ready to “get going” when the market recovers
and have reduced cost in the process. Our speed of design
to deployment means companies can set up enterprise wide
applications very fast to leverage these kinds of windows in
the market rhythm – no more waiting 6 months to get an
application out there from the first idea”– asserts Kandy.
Motive behind Developing the 3GiG Software
3GiG’s agenda behind developing their platform was to
allow non-developers to design and deploy enterprise or
targeted applications easily. It readily comes with tools and
methods that allow real time tweaks for the application to
be made and allow the application to evolve as needed. As
the processes it supports are typically unstructured for the
humans to start with, they are made to evolve naturally and
continuously. Companies do not want to waste time and
effort to get their application designed, conceptualized or
even deployed. So, the software is designed keeping in
view speed and agility as the main point of concern.
Design Aspects of 3GiG’s Software
The innovative software allows 3GiG to develop off the
shelf applications for key common processes – but retain
the ability to tweak and customize the needs of each client.
It enables its partners to build their own off the shelf
applications for re-sale. While keeping in mind the client’s
flexibility and agility needs, it allows clients to license the
software and configure the applications from scratch.
“What differentiates us from a typical management
consulting company is that we are able to leave behind with
a product solution with our clients that will continue to
bring value to them long after we are finished working with
them. They will have in their hands an evergreen
application that will be able to grow, change and adapt
over time to respond rapidly to the real-life changes that
occur in their business,” concludes Kandy.
We deliver Decision
Making Applications that
help OG companies
manage critical business
processes, workflow and
collaboration to improve
decision-making
MAY-JUNE 2017|
Kandy Lukats
CEO
17

20. Directional drilling technology has been lagging
behind other technical advances which led to the
tremendous growth of horizontal drilling in North
American shale plays. The most significant directional
drilling problem in the unconventional plays has been the
inability to consistently follow a prescribed well path, and
to hit and stay within the targets identified collectively by
an oil company’s geologists, geophysicists, and engineers.
MOTIVE Drilling Technologies is a company defined by a
singular focus: providing unique technologies and services
that lower the cost and improve the accuracy and
performance of drilling horizontal wells.
The firm offers a guidance system that uses Decision
Automation to provide turn-by-turn instructions for
optimized directional drilling of horizontal wells. The
decisions are driven by algorithms that leverage data
analytics, real time dynamics and economic modeling. Over
the course of development, the system has been issued 14
US patents with 12 more pending for different components,
and has drilled more than 2 million feet in over 200
directional wells throughout the major North American
unconventional plays.
Automating the Decision-making Process Associated
with Steering the Bit
The MOTIVE™ Directional Drilling Bit Guidance System
automates the decision-making process associated with
steering the bit while drilling horizontal wells. Performing
the standard directional drilling calculations that were
previously done by the directional driller, the system
provides these calculations continuously and much faster
than is humanly possible. Moreover, the system provides a
tremendous amount of additional analysis, and
automatically presents the driller with detailed intuitive
step-by-step steering guidance based on the dynamic
analysis of data together with parameters set by the
operator.
Adjustments to the steering guidance are made in real-time
in reaction to the driller's actions; and the system provides
real-time feedback to help improve the driller’s
performance. The system operates with a high level of
automation which is possible only by using advanced
algorithms high end computing, resulting in much
improved performance.
Also, through its distributed 2D and 3D visualization
interfaces, dynamic reporting, and automated email and text
notifications, the system keeps the entire decision-making
team (on the rig and remotely) continuously informed about
past, current, and dynamically-planned future directional
drilling activities. By providing complete directional
drilling transparency to the entire team, regardless of
location, the system returns operational control back to the
operator.
A High Tech Leader Leading from the Front
Motive’s CEO Todd Benson, , spent the majority of his
early career within the high technology space, servicing
many industries and working for a number of leading edge
technology companies including Motorola and Texas
Instruments. He has a BS in Engineering from Colorado
school of Mines.
When considering industries to focus his career, Todd
recognized that the oil and gas sector, and more specifically
the drilling of horizontal wells, had lagged many other
industries in the application of software optimization and
automated workflows. This presented a unique opportunity
to develop some high value, industry disruptive
technologies. Todd currently holds 27 US patents related to
automation in the oilfield and other industries.
Consistently Improving the Driller’s Ability
The automation provided by MOTIVE has been
consistently improving the driller’s ability to reduce drilling
time and the risks associated with excess tortuosity, while
increasing the hydrocarbon production potential of the
completed well through better accuracy. With the kind of
service MOTIVE provides, the clients now understand that
the guidance system removes the variable human-element
10
Most Valuable
P r o v i d e r s
Solution
The
MOTIVE Drilling
Technologies:
Leading Directional Drilling
Decision-Automation Firm
18 |MAY-JUNE 2017

21. ‘‘ ‘‘
which leads to the large variation in performance in
directional drilling seen today, and instead provides
consistency of high performance somewhat independent of
the experience level of the directional driller. This added
consistency also allows reduction of headcount, redefining
roles, and improved safety in operations. MOTIVE is the
only supplier of technology that considers both the costs
associated with directional drilling decisions and the
consequences of those decisions related to future
hydrocarbon production.
Constant Access to Domain Experts
MOTIVE has had constant access to domain experts and
has received continuous feedback during the development
of the product from within an oil and gas operator. The
individual members of the Motive management team have
had unique and diverse backgrounds associated with high
technology development, directional drilling, and business
development within oilfield technology startups.
MOTIVE’s clients also like the fact that rules and
guidelines in the system are defined by the customer. The
result is a single set of guidance instructions that deliver the
best financial results to each operator.
Emerged through the Initial Struggles
Some initial struggles for MOTIVE were related to getting
personnel in the field to accept that a machine could
perform analysis and make decisions faster and better than
a human. However, after seeing the technology in use over
a number of wells, most clients saw both an improvement
in performance along with more consistent results from
well to well.
‘Lower for longer’
“We believe that ‘lower for longer’ may apply to the future
price of oil and gas. If this is true, there will continue to be
more focus on “factory drilling” and automation of
processes, decision-making, and mechanization. Motive
will continue to focus on the automation of the decision-
making processes to capitalize on this trend,” shares Bill
Chmela (VP Business Development) on the industry
scenario.
Clearly, MOTIVE is the leader in automated decision-
making associated with directional drilling. Competitors are
starting to develop technologies to compete with Motive,
but the years of development head start and continuous
improvement will always allow them to continue to lead the
pack.
Our scalable, proprietary
software platform
overcomes the challenges,
obstacles, and risks
associated with drilling
today’s high-cost and
complex unconventional
wells
Todd Benson
CEO
MAY-JUNE 2017| 19

22. Green Energy
Conventional Energy:
VS
Who Will Be in the Front Row?
We humans are entirely dependent on fossil fuel
as of now. Fossil fuel helps us to run our cars,
factories, light up our homes and streets, it even
provides power to all the electrical gadgets we use. Fossil
fuels such as petroleum, coal and natural gas are essentially
formed from trees and animals which lived in the planet
earth millions of years ago who buried deep beneath the
planet’s surface due to some natural calamity or any
unknown reason.
For now, the earth is overtly dependant on fossil fuels and
nearly 80 percent of the needed global energy comes from
the fossil fuel. However, the usage of fossil fuel needs to be
minimized as they release greenhouse gases like Carbon-
dioxide that eventually leads to global warming.
Additionally, Sulphur-dioxide gets released too, which
leads to breathing troubles and acid rain.
According to scientists, the impact of global warming is too
widespread. In the region of Artic and Antarctica, warmer
waters are melting the ice, which leads to rise in the water
level. Rising water levels has great impact on agriculture
and human settlements. Air pollution is also on the rise due
to fossil fuel, which results to smog and it also has direct
impact on human health. Other than pollutions, there are
more negative environment impacts associated with fossil
fuels, specially oil spill threat that has a devastating effect
on the marine eco-system.
So, to counter all these threats, humans are now turning
towards renewable energy resources, that include solar,
hydro, tidal, wave and wind power. However, the
transitision from fossil fuel to green energy will take some
considerable amount of time and cost.
Most of the scientists agree that the easiest way to change
from fossil fuel to renewable green energy is to replace coal
with wind and solar power, but in that case, building a
windmill or a solar power mill will cost far more, and
power generated through these sources will be much slower
and local as opposed to a coal powerd electric grid. On the
other hand, once built the solar and wind powermill doesn’t
attract much of the maintainance cost on yearly basis. These
only attract minimum maintainance expenses to keep them
running.
The argument from various countries, oil, gas and coal
companies is that, until the green energy resources become
more viable, there’s no point to switch from fossil fuel to
green energy right now. Currently the world is debating on,
if changing from fossil fuel to green energy is really viable
enough and would it really help us to reduce the pollution
level and greenhouse effect? So, here we are listing out
some of the arguments from different parties.
Can renewable energy provide the needed power
supply?
Those who are supporting green energy resources are
saying that there’s no shortage of renewable energy. We can
get the needed energy from sun, tidal power, wind and even
from biomass. As per scientists, a day’s sunlight contains
twice the energy we consume in a year, one just has to
harness these resources to generate electricity and other
needs related to power. More and more research has now
made renewable energy affordable than ever, be it wind
power, solar power or ethanol fuel, cost has dropped
noticeably. Countries like Germany, Spain, Phillipines,
China, Denmark, Brazil are already trying to generate more
energy through green resources.
20 |MAY-JUNE 2017
Greendraft

23. Those who are sceptical about using green energy as the
main power resource have also some points. According to
them, solar and wind energy is not consistent and due to the
intermittency of sources it's difficult to get reliable power
from them. So,wind and solar energy will always need a
backup of fossil fuel. According to them, getting energy
from Biomass is also not so easy, as to produce very large
scale biomass, each person needs 2.6 hecters of land which
will help to produce enough power. So, for the 9 billion
people living on the planet, we need at least 24 billion
hectares of biomass plantations, where as the world’s total
land area is only 13 billion hectares and forests, croplands
etc. adds to another 8 billion hectares of land. So the
question is how each and every human being living in the
planet would be benefitted from biomass?
Renewable energy uses too much land and it also effects
the ecosystem
Pro renewable energy thoughts say that land used for green
energy projects like wind farms can still be used for the
purpose of farming and cattle grazing. As per international
experience, livestocks remains unaffected by the presence
of windmills. Complaints regarding generated noise from
windmill is also baseless and it was found that when local
communities started getting money from the projects, the
complaints dropped off quickly. As per some arguments,
windmills often kill birds. However, according to pro
renewable energy activists, if environmental impact
assessments are conducted and the bird population patterns
are assessed before construction, then these deaths could be
avoided.
However, some people think that renewable energy like
solar and wind energy need too much land and in the end it
will produce as much energy as a small coal power plant
can produce. Very large scale production of renewable
energy via solar thermal located at the favourable region
will attract long distance
transmission. A long distance
transmission will also attract power losses
and and local distribution, which will be around
15 percent.
Renewable energy lacks hidden cost
A wind mill or a solar power grid can run with very less
maintenance cost. To run a solar or wind mill, one just
needs to maintain them if any of the parts break down.
Other than normal maintenance costs, there are no such cost
associated with them. Where as in case of a coal powered
power mill, the cost is much higher as one have to buy the
needed resources in order to run the mill.
However, the pro fossil fuel activists also have arguments,
and they say that calculating the cost from renewable
energy is quite difficult, as it depends on various factors
such as used fuels, cost and time of building one plant, how
much of time a plant operates and can it generate all the
needed power in times of peak demand. According to them,
fossil fuel plants such as coal or nuclear powered mills are
needed to be on standby as wind mill plants and solar mill
plants suffer due to intermittency problem.
So, here are some arguments that we presented in front of
you, both the parties are somehow right with their own
perspective. However, its on us in how we are going to find
a way which will help us to get rid of pollutions and
greenhouse effects. In conclusion one can say that,
renewable energy can be a backup for conventional power
and it will grow slowly, but for now it cannot entirely
replace conventional power.
MAY-JUNE 2017| 21

24. 22 |MAY-JUNE 2017
CXO Standpoint

25. MAY-JUNE 2017| 23

28. Some
Engaging
TrendsToIlluminate
FUTURE
OF
LOGISTICS
The winds of change
are always driving,
but now, more than
ever, logistics and supply
chain professionals are
experiencing it more than
most. To retain pace with
variation, it’s vital to keep
an eye on the supply chain
and logistics trends that are
happening right now. In fact,
they are likely to be signs of what’s
to derive soon.
More than 1000 cities were likely to
comprehend the global GDP growth since last
year. By then, the growing cities are predicted to
be adding into the world economy. A parade of
innovative options, widgets, and new performers
amazed consumers and continue to initiate a sea of change
in their preferences and expectations. Online brick
mortar retailers found themselves scrambling to stay
pertinent and economical. We’ll see more of the same in
upcoming years, with shifting consumer attitudes and
needs, forcing retailers to rethink, and in some cases to
revitalize their channel, strategies, service and product mix.
Large scale economic shifts and changes in trade outlines
have their impression on global supply chains. There are
plenty of delivering opportunities as well as challenges.
Let’s have a closer look at some expansions in logistics that
are directly or indirectly caused by changes in trade
patterns, by GDP growth or in customer behavior.
Expansion designs: Progress in the logistics industry is no
longer determined by exports from Asia to America and
Future of Logistics
26 |MAY-JUNE 2017

29. from Asia to Europe. It will come from elsewhere, and will
be more crumbled, more impulsive and more unstable.
Economic and population growth will be increasingly
centred in the cities. Infrastructure is a majorly element for
growth.
Suppleness: Meeting consumer’s
necessities at multiple localities with
multiple transport types at different
times,
needs a flexible
supply chain that
can adapt easily to
unexpected
circumstances and
changes.
Globalization:
Emerging
International
markets has
become a
fragment of the
complete business
growth strategy
for many
companies.
Successful
‘International
Business’ has
become the
standard and
logistic solution
providers
essential to
enable that trend.
Multi-channel
solution: End-
consumers progressively
source via multiple
channels, ranging from brick
mortar shops to e-commerce. The
logistics industry needs sustenance of
multi-channel strategies for their
customers. Rise in multichannel has had an enormous
influence on the logistics supply chain. In response, the use
of technology such as automation in logistics has
predictably increased in a bid to surge productivity and
competence. The right type of automation is the key of
improving efficiency. It is best to concentrate on automating
specific areas within the supply chain for strengthening the
retail base.
Information technology: The growing complexity and
dynamism of supply chains requires gradually enhanced
Information Technology solutions.
Stability: To be able to safe, swift to the market and to
diminish the risk of delays, alternative transport routes and
modes are obligatory to provide provision to lasting trend
of outsourcing of logistics services.
Sustainability: Customers increasingly prefer products that
are ready and traced in ‘the right way’; minimizing
business’ social, environmental and economic impact on
society and enhancing positive effects.
Compliance: Anti-bribery and corruption regulation is
having a swelling impression on supply chains, since
multinational companies claim that no facilitation payments
are completed through the export of their goods, yet still
seek to source from low cost countries, which are often also
at the end of transparency international’s global corruption
index.
End-to-end reflectivity: Whole visibility of the complete
supply chain desires to realize true demand-driven
planning, consenting efficient response to deviations in
capacity sourcing, supply and demand.
Convolution: Supply chains are flattering progressively
compound and vibrant with sourcing places transforming
increasingly quick and purchase orders apting slighter and
more common.
While guesses for retail sustainability trends in 2017 are
just that, retailers will appreciate how important it is to
devote in this area of the business. Time will tell how our
method to sustain will acclimate to the changing retail
landscape. It will be exhilarating to see all of the innovative
new processes play out.
The concept of future retail is continually evolving. But
what isn’t evolving as rapidly is the acceptable and
widespread experimentation to transmit the future to life
today. These advancements will have their outcome on day-
to-day logistics, and companies will essentially formulate
for ‘the new normal’ in supply chain management. With all
these vicissitudes, staying up-to-date on the modern trends
in logistics is more substantial than ever.
MAY-JUNE 2017| 27

30. Saltworks Technologies Inc. is changing the way the
world thinks about industrial wastewater. Saltworks
develops, builds and operates cost saving, low energy
solutions for desalination, brine management, and chemical
recovery. Their innovative solutions provide both
environmental and economic benefits by reducing volume
and extracting valuable byproducts from industry’s most
challenging wastewaters.
Saltworks’ systems have successfully treated some of the
most impaired wastewaters – including steam assisted
gravity drainage (SAGD) blowdown, enhanced oil recovery
produced water, and shale gas produced water – while
delivering a step change in cost and reliability. For
example, Saltworks’ ElectroChem membrane technology
treats enhanced oil recovery produced water on-site
providing up to 90% cost savings over conventional
methods, while recycling polymer for reinjection.
Saltworks serves a range of target markets increasingly
concerned with water reuse and wastewater management:
oil gas, shale, mining, landfills, power generation,
chemical production, food and beverage, and others.
They’ve even sold a system to NASA for the international
space station. Major industry verticals look to Saltworks to
treat waters too challenging for conventional treatment
methods or to complement existing treatment plants by
maximizing fresh water recovery from their concentrated
brine streams.
Founded in 2008 and headquartered in Vancouver, BC,
Canada, Saltworks is one of the few companies in the world
which manufactures both membrane- and thermal-based
water treatment technologies (the other company being
Suez Environmental who recently acquired GEs water
treatment portfolio). Saltworks’ membrane systems provide
a lower cost means to reduce volume and extract specific
contaminants. Saltworks’ thermal evaporative systems can
eliminate disposal volumes entirely for zero liquid
discharge (ZLD) applications. The company’s broad
technical capability, including extensive knowledge of
water treatment chemistry, combined with their operations
experience, allows Saltworks to deliver superior end-to-end
treatment solutions meeting customers’ economic and
regulatory needs.
10
Most Valuable
P r o v i d e r s
Solution
The
Putting the customer first
Saltworks prides itself on excellent technical knowledge,
customer service, and responsiveness. They work to first
understand each customer's unique water challenge and
objectives, with every project first starting with an
engineering analysis to determine the optimal solution.
The company's innovation and process engineering, along
with excellence in project delivery, has led to repeat orders
from major industrial customers, such as Waste
Management. It has also led to investment from key players
in the oil gas and mining sectors after the completion of
successful projects: Saltworks’ shareholders include BP,
Cenovus Energy, ConocoPhillips, and Teck Resources.
Solutions developed for industry with industry
support
Saltworks is driven by an unwavering dedication to
innovation and reliability. Products are designed from the
ground-up for reliable operation and ease-of-use,
incorporating intelligent automation and self-cleaning
capabilities. Customer plants are backed by Saltworks’
ROAM platform, a secure, always-on remote operations
and asset management system. Saltworks holds
approximately 60 patents and boasts a strong safety culture
with experience completing cooperative work on oil, gas,
and mine sites.
Saltworks worked for six years with major oil gas
companies to design what they and many others consider
the world’s most reliable crystallizer. Their SaltMaker, a
low temperature evaporator-crystallizer, reliably treats even
the toughest brines to produce freshwater while eliminating
wastewater disposal completely. The SaltMaker achieves
this by concentrating all contaminants to solids for true
ZLD. It requires only 20-25% of the thermal energy used by
conventional evaporation systems, and can use low-grade
waste heat for further energy savings. The SaltMaker is
ideal for treating waters on-site to reduce trucking and off-
site disposal costs.
Saltworks also developed ElectroChem, the world’s most
advanced membrane-based water treatment process. It
performs specialized separations and achieves extreme
freshwater recoveries on previously scale-limited waters
Saltworks Technologies:
Innovative Solutions for
the World’s Most Challenging Waters
28 |MAY-JUNE 2017

31. ‘‘ ‘‘
while significantly reducing costly chemical treatment.
ElectroChem also concentrates brines to levels typically
reserved for expensive, energy intensive thermal
evaporation technologies – previously unheard of for
membrane based processes. ElectroChem’s applications
include treating enhanced oil recovery produced water, coal
stack scrubber wastewater, and mining effluent.
Ben Sparrow: the man behind the success of Saltworks
Ben Sparrow, Co-founder and CEO of Saltworks, is a
Registered Professional Engineer (BC, Canada) in
mechanical engineering with expertise in thermodynamics
and process integration. With a background in hydroelectric
power generation, Ben developed a keen understanding of
the relationship between water and energy. He was drawn to
investigating ways of desalinating saltwater using less
energy than conventional methods. Ben’s first invention
was a prototype low energy, solar desalination process.
After starting Saltworks, he focused on a major global need:
reliable treatment of challenging industrial wastewaters.
In addressing this shift to focus on industrial wastewaters,
Ben stated, “We listen carefully to our customers and are
laser focused on solving their most significant water
problems. What is important is being able to quickly adapt
to changing customer and market needs – and building the
right team to innovate and deliver.” The company has since
grown to offer multiple product lines with follow-on
international orders across industry sectors.
Future outlook for Saltworks
Industry is increasingly aware of the environmental and
economic benefits of treating wastewaters on-site and
reusing water in processing. Oil gas is no different,
seeking solutions for optimizing production and recycling
water. Saltworks continues to expand not only its product
line but also its service offerings to help the energy sector
and other industries reduce freshwater consumption and
minimize disposal costs. Ben added, “Our operations and
plant monitoring services allow operators to focus on their
core business, while our experienced team runs the water
treatment systems.”
While talking about the future growth of the company, Ben
noted significant potential in selectively recovering value
from wastewaters, explaining “We’re targeting extracting
specific valuable constituents from wastewaters by using
our advanced membrane to split up the periodic table – we
are effectively mining from wastewater.” This has the
potential to change the wastewater treatment landscape by
turning the industry into a value generating process.
As industries make responsible water management a
priority, Saltworks will continue delivering cutting-edge
solutions, leading reliability, and best-in-class support –
while developing the next generation of technology for the
world’s current and future water treatment challenges.
We treat the world’s
toughest waters to
recover fresh water,
reduce disposal costs,
and generate value
Ben Sparrow
Founder CEO
MAY-JUNE 2017| 29

32. According to a recent study, earth’s crust may hold massive 6,000 billion barrels of oil as its reserves, which also
include around 3,000 billion barrels of unrecovered oil resources. Most of the oil and gas industry has survived
very tough years with declining price and demand over the past few years. The industry has found it very difficult
to plan for the future and to make strategic decisions. However, the industry is now recovering from its bad days and it
seems like the good days are near.
The oil price started collapsing, back in June 2014, which eventually led to some cost cutting measures, that included job
cuts of around 400,000 workers, deferring and cancellation of projects that were unable to meet profitability criteria.
Growing number of projects could have broken the oil prices in the high $20s which was nearly unthinkable few years ago.
However, it seems like prices are recovering, as the price of Crude oil is now up by around 90% in 2017, to around $48.73
per barrel, but still it is much lower than the $115 per barrel.
Still making projection about the Oil and Gas market is not quite easy as the market can change any point of time. Still
here we are predicting some of the trends that might come true for the Oil and Gas industry.
OPEC Oil Output Cuts
OPEC’s first oil output cut took effect from the first week of 2017 since 2008. However, most of the analysts thought that
some of the OPEC members will eventually cheat by sticking to their quota. OPEC decided to cut production of crude oil
by 1.2 million barrels per day in order to reduce the huge stockpile, which will eventually lead to price increase.
In the meanwhile countries like Iraq and Algeria joined Saudi Arabia in supporting an extension to OPEC supply cuts and
the U.S inventories fell more than expected. As per the American Petroleum Institute, U.S. crude inventories fell by 5.8
million barrels, which has helped to raise oil prices to some extent.
But question still remains regarding the OPEC-led production cuts as OPEC member Libya is saying that their production
has now exceeded 800,000 barrels per day for the first time ever since 2014 and the production may rise to 1.2 million
barrels per day later this year. Nigeria is also expecting to see a rise in output as Shell tests Trans Forcados oil export
pipeline before it starts.
Relations with Russia could Impact the Market
Over the years, U.S and Russia, both the countries are ideological opponents, be it in social justice or in case of economy.
However, things have started to change between these two countries, as newly elected U.S President, Donald Trump has
expressed his desire to seek a healthy relationship with his Russian counterpart, Vladimir Putin. The normalization of
relation between these countries will eventually help lessen the economic sanctions imposed by Obama administration on
Russia, that could help Russia to incentivize more oil.
On the other hand, better relations with Russia means that, U.S will no longer have to depend on Kingdom Of Saudi Arabia
for oil and gas. For years, U.S is purchasing oil from Saudi Arabia, that ranges up to 1.5 million barrels per day. However
30 |MAY-JUNE 2017
Editor’s Desk

33. America had to pay steep prices for the Arabic and OPEC oil at times. Even back in 1970’s, Kingdom Saudi Arabia imposed
an oil embargo on America.
That’s why as per many industry insiders, this is the right time for America to ditch Saudi Arabia for an all new Russian
partnership. Critics are also saying that rise in U.S oil production is the evidence that the U.S and Saudi partnership has
outlived its purpose.
Domestic Producers will Drill More Than Ever
One might expect U.S based oil producers to start more than 200 drilling rigs by second quarter of 2017. This trend can
already be seen since last year, from when OPEC has reached its agreement. By December 2016, more than 70 oil drilling
rigs started to produce oil, with more than 200 added oil rigs, the U.S oil production is all set to rise by half a million barrel
per day during the first half of the year, which will eventually lead to high price volatility.
New Forms of Technology Deployment
Some factors like the economic slowdown along with low demand and low oil prices are eventually pressurizing oil
companies to examining chances of using digital technology, that will help to improve performance. Digitizations must be
done in such a way that it improves productivity and efficiency in the real world. For example, robots can be used for
complex tasks such as connecting pipes or repairing machines, which on the other hand wil reduce requirements of human
labor.
GE has already announced a number of agreements with some large and small companies to implement machinaries that will
help to predict breakdown before they happen.
So, these are the trends that might come true for the year of 2017, however the trends of Oil and Gas market can not be
predicted before as they can be changed anytime as partially it depends on world politics too.
MAY-JUNE 2017| 31

34. In today’s data-driven tech world, it appears the priority is all about the speed of innovation and how we move data safely,
effectively, efficientlyandsecurely.Butifnooneknows aboutyour solution,how willtheypurchaseanduse it?
For those of you who wish to grow in this broad-based ITmarket, and can strategically plan, there is simply no more cost-effective
investmentthanPR tohelpestablishanorganizationanditsinnovationsintheverynoisy marketplaceinwhichwe allcompete.
In such a world of amazing tech innovation, if we don’t control the story of what we do and what we make, the story will control us.
ThinkabouttheFAKE NEWS rippingthroughour socialmediaeveryday.
THE
MOST COST EFFECTIVE WAY
TO BUILD AN “IT” BRAND
Bob Gold
Founder, President CEO
Bob Gold Associates
CXO Standpoint
32 |MAY-JUNE 2017

35. Today we communicate in a virtual three-dimensional level of game-like complexity -- we do more and more on mobile, while
managing larger and larger databases of friends and associates on multiple platforms, while multitasking in simultaneous
discussions. Inotherwords, it’s noisy outthere! Worse still,we usuallycan’trememberthesourceof informationwe share.
How noisy is it, you may ask?
Ÿ By some counts, the number of marketing technology solutions has doubled since 2015 and will soon surpass 4,000.
Ÿ Today’s executives are overwhelmed by the amount of technology choices and confused by vendor claims that their
platform can do it all. Before investing in more technology, they want to optimize what they already own.
This brings us back to the role of PR in technology. Technology can’t speak for itself. If we want folks to adapt and use our
innovations, they must be educated about the benefits they bring.
The process of storytelling requires a specialized PR discipline to break beyond the noise buzzing with clichés: “We have an end-
to-end solution” (isn’t that what you get when you mix salt with water and stir?); “We are Best-of-Class” (which rarely comes with
adegreeorgradepointaverage);oroneof myfavorites--thepromisetobeabletomonetizetechnologyinvestments.
Just consider:
Ÿ Security – Everybody is hacking everyone else – if it can be made, it can be broken. How can you tell the market, with
specificity, that your security system addresses this issue?
Ÿ Lack of Policies - Exploding quantities of data zapped into hidden clouds, without access and use policies means we have
a big problem. Big Data and real-time analytics are super sexy in 2017, (thanks Alexa!) and for an on-demand world
where all content is supposed to be available anytime, this will be big! How will you take advantage of this building trend?
Ÿ Content Protection – This takes us to a world where everything is on-demand and connected. How will “autonomous
everything” work? In a world facing more confusion than certainty, there is an “opportunity ahead” street sign in your path
to address this overwhelming and often confusing situation.
So following are some key dos, don’ts and cautions. Caveat emptor – reader beware! There is no one-size-fits-all for every
situation,buttherearesomegeneralrulesof thumbthatwhen followedwillgeneratesuccess:
1) START WITH A CLEAR MESSAGE: PR is all about your core message, positioned as a story with a beginning, middle
and end – that's just good construction. Good storytelling starts with a clear message.
2) DO SAY WHAT ELSE MAKES YOUR COMPANY DIFFERENT Can you answer these questions about your
company and about your product?
Ÿ What are the three core messages about your company?
1. You might think about your founders and executive leadership
2. Are you the most complete (Gulp! I’m gonna say it) solution? Serving which market areas?
3. What problems do you solve for today? Are you visionary and future proof?
3) DO VALIDATE YOUR STORY WITH NUMBERS: What are the most profound messages about your
product/service?
MAY-JUNE 2017| 33

36. Canyoudescribeyourproductmoresuccinctlythan,“it’s non-disruptivetoinstall?” Stateyour bigcustomer
benefit -- for example is it 50% better than anything else on the market? – Does it consume 50% less bandwidth?
Or … think about describing your product validated by numbers and in measurable scope.
This brings us back to PR.All connections start with sharing good stories. Breaking through isn’t as simple as sending an email
to a reporter, calling a friend or telling one colleague who has 2,000 followers onTwitter. It takes diligence and the ability to find
new ways totellyourstory overandoveragain.
The case for storytelling has never been more powerful. Your space has never been more competitive and the noise about other
companies’techoptionsisdeafening.
PR is the secret sauce that re-interprets the science in human and business benefits that can drive change. Sure, one-on-one
word of mouth is powerful, but for businesses, nothing beats engaging, resonant, pervasive, quotable stories, as presented by
your experienced PR professional. And PR will beat any other investment as the most cost effective tool in your sales and
marketingarsenal.
34 |MAY-JUNE 2017

38. www.emirates.com