How do you outline your positioning and messaging targeting different stakeholders, specially keeping a balance between leadership and copywriting team?

Messaging is for the customer. The Messaging Framework is for the internal team.The biggest friction point happens when we confuse the two. External messaging needs to be...

The key to meeting both audience needs is about hierarchy and structuring. Here’s what I mean by that:Design for execs to scan: Put a TL;DR at the top: positioning senten...

Clear positioning across stakeholders depends on separating ownership while preserving alignment. Leadership should define the overarching narrative. That's the company’s...

One mistake I see a lot is trying to create one messaging document that works equally well for leadership and copy teams. In reality, they are looking for very different ...