What does an ideal messaging and positioning doc look like to you? Could you run through an example?

There are many ways to structure messaging and positioning docs. Effective frameworks usually contains these key components, which I’ll share with an example from a recent launch:

• Target audience

  • CIO and executive IT 

• Market trends (why now)

  • With AI on the rise, the office of the CIO is responsible for creating an AI strategy that supports their employees’ experience while maintaining data security and privacy.

• Value and differentiators

  • “Build the right foundation for AI by securely integrating work data”

  • “Deploy AI confidently with safeguards & transparent controls”

  • “Surface intelligent insights to deliver greater ROI at every level”

• Proof points and use cases

  • Customer and analyst highlights from Zscaler and IDC