Kylee Lessard

I'd sum up my process as: JTBD > target audience > buyer journey > market, competitive, VoC > insight > internal positioning > external messaging > GTM strategy Expanding on the above, here's how I've approached building out messaging for an entirely new product line & audience: 1. Start by seeking to understand the relevant jobs to be done in your space & align on the whitespace you can uniquely solve for 2. Hypothesize and validate the target audience you want to go after (who has the most pain when it comes to this job?) 3. Understand the target audience's journey when it comes to the JTBD 4. Deeply understand the market trends, competitive players, and voice of the target audience through research 5. Identify & assert your guiding market insight (usually comes out through research) 6. Develop internal positioning (data, differentiate, value prop) 7. Develop external messaging (short form, long form, reasons to believe / product proof, narrative) 8. Develop GTM strategy (channels, tactics, timing)