After 20 years as a business writer reporting on innovative, creative
companies and people for newspapers, magazines and Web sites,
David Wallace decided to broaden his horizons. Public relations campaigns were giving way to word-of-mouth buzz marketing. Direct connections to customers to prospects, allies or press could be built using the Internet and other tools. The same incisive, fresh research and unique viewpoints employed by the press (even sarcasm and self-deprecating wisecracks) were being adopted by companies and individuals.

Instead of another tell-all celebrity biography, what the world needed was clear, jargon-free writing. Wallace took on projects for EMC Corp., The Wharton School, Okidata and Bell Atlantic/Verizon and others, creating unique marketing tools, promotional items and documents from newsletters to conference summaries and Web sites. Then, he teamed with other professionals to offer marketing/communications design and strategy consulting that went a step beyond.

Gamechange refers to phenomena that transform companies, alter industries or otherwise tip the scales. A new design may allow greater speed, efficiency or lower costs: like a sailboat hull or silicone cookware. Or it may be superior execution and consistently creative thinking, the way Cirque de Soleil or QVC Network crossed boundaries and challenged imaginations. In their day, these creations often require complex language to fully convey the idea — "electric light" or "automated teller machine."

Over time, however, they become crucial, irreplaceable and change the game.