Messaging gets a lot - A LOT - of attention from both marketers and sales executives. For good reason too. An effective message is like a large lever (give me a lever long enough and I can move the world). Conversely a poor message will thrust you into a thorny patch of commoditization and irrelevance. As you’d expect with something as important as a company’s messaging, significant time and money is spent on the effort. But stop for a moment and do the following: Look at your website Review...
