As the pandemic ebbed, Citrix wanted to accelerate its clients’ transitions to cloud-based workplace solutions. Its marketing team produced robust research that reinforced the value of the cloud. However, the data lacked a narrative “wrapper.” In a sea of same-same, post-pandemic hybrid work thought leadership, I suggested we break from the herd and position Citrix as a smarter, less reactive partner. Voilà, the Citrix Smarter Workplace Report.
