You should have plenty of notes from your discovery interview. It is now time to look for common themes. Look into overlapping feedback from your interviews. Always put customer and prospect responses above answers from your team. 

When multiple target customer personas are involved in the ...

A 25-word description statement is a one-sentence description of your company. This sentence will appear first on the “About Us” section, it can be present in full or partially on your homepage, and it will be a part of your company description across social media profiles and in your PR.

M...

Strategic messaging speaks in your buyer’s language and provides two key elements that lead to effective content: 1) who is the audience? 2) what do they care about?

The notes you have collected during customer interviews should be a great source of content ideas.

Positioning is a way of manipulating what’s already in the mind. Founders often present their ventures as "Uber for X" or "Airbnb for Y" positioning is not even about your product, it is about the perception of the prospect, customer, or investor regarding your product. It is a simplified concept...

• Messages should be consistent. Consistency reduces opportunities for miscommunication. Consistent messages are more likely to become memorable.
• Brevity and simplicity lead to clarity. Avoid fancy words and use more conventional language.

Positioning does not explain all the details of what a product does and especially how. Positioning is not even about your product, it is about the perception of the prospect, customer, or investor regarding your product.

This is a critical point: the answers to a position...

Your first full strategic messaging map is likely to be far from perfect. It is time to gather sufficient, high-quality feedback from your team and outside stakeholders. 

While you are likely to encounter people jockeying for their perspective to be included, it is importan...

Categorize all the feedback you collected during discovery interviews and identify the main value categories.

• Great quality is not a value.
• Amazing customer service is not a value.
• Cheap price is not a valu...

The Goal of Marketing = Controlling Perception + Changing Behavior

Strategic messaging is a value-based communication framework that companies employ in all interactions with stakeholders — employees, prospects, customers, partners, and investors. 

St...

One of the main attributes of strategic messaging is consistency. Effective messaging is always simple and consistent. The best way to evaluate your current messaging is to look at how consistently your organization talks about your products and compare that with how your current...