Storytelling, Messaging, and Category Creation
Storytelling, Messaging, and Category CreationGo To Market Advisory and Mentoring
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Latest Posts
Everything I Ever Learned About B2B Messaging…In One Picture!
Sometimes, you just have to net it out! After nearly 14 years as a GTM messaging advisor, this is one of those times. The other week, a client looked at my Messaging Hierarchy and asked, "what are the message deliverables out of this project?" a question I get a lot....
Story AND Strategy, The Yin and Yang of B2B Go To Market Success
A few years ago, after completing an engagement with Lee Hecht Harrison in working on the narrative for the launch of what became known as their "Active Placement" service, their then CRO Kevin Gagan said to me: "Ken, when we started, we thought the strategy should...
Five Tips on Hiring Messaging Help
Having written last on the "5 DIY B2B Messaging Mistakes" I've decided to address another challenge, hiring "Messaging Help", that consultant, agency or firm that's gonna help you get it right. And while I admit I have a biased view here, in the sense that I am a...