In recent weeks, we have been focusing a lot on refining our message. Simplifying it. Making it easy to understand. Making it easy to articulate. Making it impactful. Making it easy to translate. Throughout this process, it has been a challenge to stop ourselves from being too esoteric and theoritical in our presentation while at the same time keeping it from being too basic where it might not be perceived as being thoughtful and insightful. I thought it was going to be easy. I have done this so many times in the past that to do it again was going to be an easy task and not a lot of work. Well - I was wrong. And not because I could not have been there quickly.
What I realized through this process, in test driving a message and then honing it more, was that the power of a message is never to be underestimated. Back in the day we had it with Cambridge Technology – everything was solved with Three-Tier Client Server Architecture. You knew who we were. You knew what we stood for. And everyone used the same words and meant the same thing. You see it in other successful companies like HubSpot.
Sure – we have had it in the past. And it has been successful for us – no question. But as we changed, I was once again reminded how powerful a strong, consistent message can be.
Have you re-thought your message lately? Is it simple? Is it easy to understand? Is it easy to articulate? Is it impactful? Is it easy to translate?
