About us
Throughbind is a story-oriented solo consultancy that solves business binds through marketing, communication, and brand strategy.
We typically do this through a variety of audits, workshops, and strategic advisory.
Our Philosophy
KNOTS INTO NARRATIVES
Mission
Our mission is to help B2B business owners develop rich communication strategies that reach their target markets, are understood by their team, and serve to meet their long-term business goals.
Vision
Our vision is to develop and maintain systems, frameworks, and strategies to eliminate communication knots on a large scale. We expect to do this through education, thought leadership, seminars, and writing.
Who We Are
KNOTS INTO NARRATIVES
Leadership
Joshua Rang is the founder and principal consultant at Throughbind. Having worked as a designer and digital strategist in agency and corporate contexts, he provides a unique perspective by combining his experience in both worlds to tackle the common communication problems he saw in each.
More About Joshua
I grew up in Noblesville, Indiana, where I spent my childhood either climbing trees or selling popsicles door to door in order to afford wood to build a clubhouse. Other hobbies included sharpening sticks to use as currency (sharpness being a measure of value) and living inside whatever fantasy world I had created at the time.
I received my Bachelor’s of Fine Arts in Visual Communication Design with Honors distinction from the University of Indianapolis, starting my professional career with pro bono work through college for local non-profits, designing posters, banners, and infographics, as well as providing some basic guerilla marketing strategy. I then interned at my city’s business newspaper for a summer where I designed newspaper layouts, book & magazine covers, and infographics.
Upon graduating, I set my sights on the corporate world, working as a designer and strategist at a B2B TEM education company. I punched well above my paygrade, but the HR Manager saw something in me and decided to hire a fresh grad from college with little web experience to rebrand and redesign the company’s entire website. And somehow this website ended up converting about 200% better, running about 30% faster, and retaining visitors longer.
After surviving two rounds of layoffs, Covid eventually made its way to my department and I found myself relocating to my hometown to continue my career, this time from the agency side of things. I worked for a marketing agency, where I worked on over 50 websites, several brand refreshes, and dozens of strategy workshops.
In 2023, I decided to combine my experience in the corporate and agency worlds to tackle the common communication problems I saw across both, which has lead to Throughbind as it exists today.
Joshua Rang, Founder & Principal Consultant
What We Do
KNOTS INTO NARRATIVES
L
I
Loop
Identify
D
E
Diagnose
Educate
A
L
Apply
Loop
Our IDEAL Process
Identify
The identification phase takes a look at the business performance as a whole, looking for potential knots in marketing, communications, or branding. This process takes as long as necessary to identify the problems worth solving.
Diagnose
Now that we know what the problems are, we need to create a strategy to solve them. The diagnosis phase involves assessing the root cause of the issues so that we can apply proper treatment. It’s important that we don’t merely treat the symptoms.
Educate
We’ll provide the information we’ve assessed so far— what lead to the problem and the prescription to solve it. In this phase we give the “why” behind the solution so that we’re all on the same page before going into application.
Apply
Now it’s time to apply the solution. Depending on the proposed solution, this can be a short turnaround of a few days, to a much longer turnaround of several months.
Loop
The last step is to loop back to the first step and solve the next knot. We’ll repeat this process until a good stopping point is reached or we deal with all the important issues.