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