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  Why I Do What I Do

  We recently hiked the Glacier Basin Trail on Mount Rainier, a lovely steady climb toward the headwaters of the White ...
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Clarity Communications Consulting gives environmental entrepreneurs and environmental non-profits the tools and techniques to successfully out-market their competition.

Clarity’s project-based approach stems from Principal Deb Hagen-Lukens’ experience in entrepreneurial marketing, both as a communications consultant and university lecturer.

A seasoned consultant with more than 25 years of experience, Deb combines an entrepreneurial marketing approach with the knowledge of an environmental insider to identify the strongest consumer segments and then design programs to reach them and motivate them to act. Pulling from her work as the University Washington’s lecturer in Entrepreneurial Marketing, Deb helps resource-strapped organizations be resource-sufficient, learning to do their marketing in-house and tapping her expertise only when needed.

Whether the highest priority task is helping identify the strongest target audience, developing a compelling value proposition or creating effective, easy-to-implement communications programs, Deb’s goal is always to make her cash-strapped clients marketing self-sufficient.

Deborah Hagen-Lukens, Principal 
Clarity Communications Consulting

Deb has developed and managed programs in public relations, marketing communications, crisis communications and litigation support communications for clients in a wide variety of industries from packaged consumer goods to industrial products and trade associations to technology. A lecturer in entrepreneurship the UW’s Michael G. Foster School of Business since 2007, where she teaches the Environmental Innovation Practicum course and undergraduate entrepreneurial marketing, Deb was named Professor of the Quarter for Management and Operations by the Undergraduate Business Council for Fall Quarter 2012. She also has been a Board Director of the Northwest Entrepreneurs Network since 2005.

Before launching Clarity Communications Consulting in 2006, Deb held executive positions with the international public relations agencies of Text 100 Technology Public Relations and Shandwick (now Weber Shandwick). As General Manager of Text 100, Deb was executive counsel to all the agency’s Seattle accounts including Qpass, Madrona Venture Group, Alstom-Esca, InfoSpace and Wall Data.

As Shandwick Seattle Group Vice President, she led Microsoft’s consumer businesses’ accounts. In Minneapolis, she led the firm’s specialty practice for home, garden and retail clients including Eastman Kodak Co., The Toro Company, Honeywell Inc., Marvin Windows & Doors, The Pellet Fuels Institute, Heatilator, Trus Joist MacMillan and Weyerhaeuser Co.

At both firms, Deb built a reputation for strong strategic counsel and excellent marketing communications and crisis communications management. She also gained extensive litigation support communications experience representing such clients as Honeywell, Marvin Windows & Doors, InfoSpace and Avvo, Inc.

An Iowa native, Deb holds a B.A. from Iowa State University in journalism and mass communications with minors in marketing and political science. Deb sits on the board of directors for the Northwest Entrepreneurs Network and was a founding board member of the Forum for Women Entrepreneurs Seattle, serving a second board term years later. Deb also spent six years, from 1990-1996, as a Board Director for Twin Cities Habitat for Humanity in Minneapolis and supported Habit for Humanity International in 1989 as a loaned executive.