A practical guide
Our messaging sounds generic
Work back from the message to the customer, competitive alternative and value it should express.
Work through the decisions
- 1
April Dunford's 5-Component Positioning Canvas →
Establish why best-fit customers choose you over the alternatives.
- 2
Message Architecture (Messaging House) →
Turn that position into a core message, pillars and proof.
- 3
Message Testing (Message-Market Fit) →
Test clarity, relevance and differentiation with buyers before shipping.
Put it into practice
Choose your next decision.
Write down what you need to decide, the evidence you already have, and what is missing. Start with the method that addresses that gap.