True wind is measured by observing the course of the wind.  Yet a sailor must know the actual wind a boat experiences to chart the right course.  Measuring true wind and the wind a boat itself produces gives the apparent wind.  As in sailing, so in communications and advocacy.  You have a choice.  You can stand as an observer and watch the true wind.  Or you can know the apparent wind and sail to your destination. Apparent Wind Consulting can help you on that journey.