One of the things we see frequently at smaller B2B software companies is their lack of a clear, consistent message defining who they are. When describing themselves, most start by saying they are “the leading provider of software solutions in XYZ market.” While this may be true, it doesn’t differentiate them from the competition nor does it powerfully state the value they provide to their customers.
This article articulates the benefits of clear consistent messaging and makes the case for taking a step back to ensure that everyone within your organization can tell your story – both critical to your ultimate success.
https://www.linkedin.com/pulse/5-questions-every-ceo-must-answer-maximize-customer-james-o-gara
