Startups Mistake

One of the biggest mistakes startups make?

→ not having a unified messaging strategy across every team

❌ In reality, marketing comes up with a narrative (in isolation).

❌ Sales has its own talk track (which is usually very different from marketing).

❌ And then the product experience & customer success tell a THIRD story.

In a perfect world, there would be one master place where the core messages live... that can then be adjusted by each team.

But the practical problem is...

where does this core messaging live?

If it lives in a marketing (or product marketing) "messaging house" (i.e. deep in their Google Drive folder, which is inside of a folder, which is inside of a folder...)

Then the other teams won't bother to go and look for it in the moment when they need it.

But the same problem exists if you give the messaging to the other teams... (i.e. it probably shouldn't live in a sales deck OR somewhere in Asana.)

The best place to have the core messages live is on the public-facing website.

ESPECIALLY the homepage.

Homepages are usually created cross-functionally (which ideally helps with alignment) and they are extremely public and easy to find!

It should be just as easy for an internal company employee to find these key messages as it is for a customer!

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