Challenge: At a time when most people didn't even know they could get a loan online, connect with good-credit consumers and move them to apply for a low-interest loan from LightStream.  

Solution: Highlight the stability of the brand. Help build the confidence you gain when you are securing your financial security. Demonstrate best-in-class product benefits of speed, ease and low rate to reverse the risk: You stand to lose if you don't do this. 

Results: LightStream grew loan originations from $500 million to more than $3.5 billion in the five years I was there. Marketing was not solely responsible, of course — we were a category leader in an emerging market — but we were successful at presenting loan prospects with compelling messages that often results in loan applications.