What are you best practices for creating differentiated messaging while still keeping it simple/not too full of jargon so it best resonates with customers?

The answer is in the question itself—using jargon will prevent you from creating anything differentiated. Jargon is the norm, so the more you use it, the more you'll soun...

It sounds cliche to say, but we have to use the words of our customers to avoid the "sea of sameness." This can be accomplished by running listening tours (gong/chorus), ...

Always put your customer hat on! Put yourself in your customer/consumers position and use that lens to pressure test the 'realness' of the messaging. Does it make sense? ...