Mike Shaw is a writer. Has been for a long time - two of his journalistic pieces in the early '80s were converted for CBS 60 Minutes and ABC 20/20 documentary segments.

Fortune 500 companies look to him to communicate their most important messages with words that characterize their companies and articulate the advantages of their products and services.

He's led the way as an owner or executive in marketing and publishing organizations for more than 25 years. That includes being the founder and president - and of course, head writer - for two Atlanta firms.

Editing and publishing trade magazines and managing a news-format radio station round out his extensive business experience. And he contributes to the community as an officer on the board of directors of Metro Atlanta Respite and Developmental Center, which provide services to severely mentally and physically handicapped children and their families.

"Identify the benefits and make them clear."

Great stories are everywhere. Simeon knows that. For more than 25 years, he told stories as a television newsman including a tenure as the only American ever to work as an anchor on Soviet television.

Today, Simeon tells evocative corporate stories that convey business ideas. Stories which make people think about different aspects of the companies they have a stake in - whether they're customers, employees or shareholders.

His 30-year career includes 50 industry awards, including six Emmys. He has been on-air with both NBC and CNN and earned a National Headliner award for "best documentary" in 1990. Simeon has also been a guest on the Today Show and Nightline.

"Craft messages for prospective viewers like they are home watching television. Make sure to grab their attention immediately, calculate that there will be some distractions, and reiterate important points by couching the information in different ways."

Michael's career has focused on developing and implementing integrated sales and marketing programs for national accounts. As a sales and marketing manager at Shaw Industries, his clients included Sherwin Williams and Home Depot. As vice president of marketing at Beaulieu of America, he developed merchandising and sales support programs for Home Depot and PBD (national buying group of 2,500 dealers). At CI since 1997, Michael has developed sales and marketing programs, including P.O.P. fixtures and collateral, consumer advertising (print, outdoor) and sales training for clients like Solutia, Inc., and its retail network customers, including Home Depot, Lowe's and Solutia's Wear-Dated Master Dealers (national buying group of 800 dealers).

"Companies sell products; people buy brands."