Why care about strategic messaging and positioning
Product/market fit also means message/customer fit
Messaging is a key part of building any great company. Every business organization has a purpose and vision which leads it to develop products that solve the pain of specific types of customers (or create such customers).
As Peter Drucker pointed out — “there is only one valid definition of business purpose: to create a customer”. The process of creating a customer is a process of communicating your vision and values to the right set of customers in the market. Strategic messaging facilitates this communication.
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How to design strategic messaging
- First, you have to pick a set of tools that you will be used consistently throughout this process. You will need to select a target customer profile and a strategic messaging framework.
- Based on your initial discovery interviews, you will develop detailed target customer profiles.
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