How do you avoid creating unfocused, generic, and watered down marketing? By first aligning on the right “red thread,” a central guiding messaging framework.

You start by identifying the alignment bottlenecks that get in the way. Things like:

1. Unresolved conflicting perspectives about what to focus on.
2. Too many value props and selling points competing for position.
3. No central point of truth for collecting and evaluating ideas.