With the financial crisis in full swing, a long-time banking client was hoping to boost customer confidence with a message of strength. Primary Capital Mortgage’s ad would appear online and in trade press. I wrote a headline with a twist on the familiar phrase “hanging on by a thread”; the body copy stressed staying power. Of course, a single ad didn’t save PCM. The long-term, creative effort of many people meant that PCM survived the financial crisis, and even boasted a “Great Place to Work” ranking. I wrote for PCM during and after the tumult, including in 2016 when PCM hit a record $1.95 billion in originations, positioning itself for an enviable buyout in the next year.