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?

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? Is it clear? Is the value proposition clear/unique/and resonates? It's amazing how often you can get caught in your own bubble and becuase you're close to your products/solutions/services..you do add jargon, you do describe things from an inside->out nature vs ensuring your customers are truly understanding your USP!

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), attending events, surveying, or running messaging tests via third-party tools like Wynter.

Once you've landed on key concepts, lean on messaging frameworks like Emma Stratton's "Keep it Punchy" where she advises to write as it you're explaining something at a weekend BBQ. If you keep messaging conversational and friendly, you'll avoid corporate jargon and dilution.