Jiong Liu

There is a process to messaging and I think many folks are overly focused on the last step which is the final translation to words. I actually think this piece is the sim...

I am constantly testing messaging. Any customer meeting, event or executive briefing I attend, I'm testing messaging in some way, even if it's not messaging that I'm acti...

I find most messaging frameworks will get the job done here. It's more important to have consistency in using whatever template/framework you ultimately select. This allo...

The 3 most critical components of messaging IMO are target audience, hard-hitting & differentiated value props and customer/field validation. Target audience - I can...

Sales is definitely the biggest critic of messaging. Getting them involved early and often and treating them as a true partner in the process is fundamental. There are 3 ...

One method for doing this is to understand buying patterns, natural bundling that may be occurring and determining what initiatives/projects your customers are undertakin...

Competition is critical and should always be a factor in your positioning and messaging for B2B. At Okta, it is a core part of our brand identity and position to be best-...