AMA: Morningstar Head of Direct Software (US), Elizabeth Brigham on Messaging

Hi all - great to be with you here today live from my home office and spinning vinyl on my turn table as I answer your questions! In terms of sweet messaging templates, ...

Stakeholder communications and management can vary widely in my experience working at start ups to some of the largest enterprises in the world (Disney). When you're work...

Urgency is relative. You have to deeply understand your target audience(s) and the market conditions under which they're operating. Urgency isn't manufactured, it's refle...

This is all dependent on the personas you're trying to target. In my opinion, your positioning should not change, but you should have messaging specific to your buyer and...

I'm a fan of the highlighter test method. We generally will take advantage of being present at an event (know this is challenging in today's environment) and take about 2...

What has been challenging for me in the past is not having a ton of reference customers and/or data to back up messaging for a new product launch. This is a delicate bala...

I don't think you ever stop iterating on messaging as long as you're developing new aspects of your product. For a product launch, again, I would make sure that you've te...

Not leading with empathy – shouting about what your product is/does without putting it in the context of the users’/buyers’ actual problems and stating what business val...