When your platform does many things, how do you prioritize your messaging hierarchy?

When I was at Stripe, we offered upwards of a dozen products on our platform that go way beyond payments processing—from products for incorporation and billing management...

You nailed why platform products are difficult to message. This is also why I think they are more fun than working on “point solutions.” (Please forgive me for using that...

This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience...

Think about what matters most to your customer, and then what matters most to your company. Is your base platform something which your customers will natively interact wi...

In my opinion, the most important thing in prioritizing your messaging is finding the common denominator across your platform. Does it create a new output, or solve a new...

Great question! You can consider your target buyers and prioritize messaging based on your top personas. This will help your field tremendously too. You can also identify...

I think it's helpful to consider the following following: Focus on What Matters to the Customer: Understand your customers' primary needs and pain points. What aspects o...

Your platform sits within a hierarchy itself (e.g., working bottom-up, messaging at the feature/function level are subordinate to product, to platform, to suite, to solut...

Messaging should prioritize your product's greatest differentiated value. Start by identifying what parts of your platform customers use the most, then identify how that ...

My recommendation in those instances is to start by developing a messaging hierarchy across your overarching offering story and expand it from there. As tempting as it is...

Thank you for some wonderful frameworks and inputs on messaging and positioning. I have seen a trend especially across many segments - particularly in enterprise - to mov...

Often times, we say our platform has unlimited possibilities, it's the art of the possible -- because it truly is. But it doesn’t help the customer understand our unique ...

Prioritizing your messaging hierarchy comes down to starting with your target audience/persona i.e. the people you are speaking to with your messaging. If your platform d...

I generally look at it like this: Use Case -> Business Case -> Story. Starting with the use cases, I think about what people actually do with this platform (cue th...