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Clarity of Message: Why You Need A Great Message & How To Create It

Source:

David Skok and Mike Troiano

for ENTREPRENEURS

 Intro

In the early stages of their business, founders often struggle to come up with really strong messaging to describe what they are selling, and this has a huge impact on their ability to raise money, find customers, and attract employees. This is not that surprising, as it can be really hard to arrive at great messaging that is simple and appealing. This post focuses on how

Henry Ford

Edwards Deming described the purpose of an organization in New Economics, on page 51, as:

"The aim proposed here for any organization is for everybody to gain - stockholders, employees, suppliers, customers, community, the environment - over the long term."

Like so much of what Deming said that makes sense to me. It is my sense the "conventional wisdom" would state something more along the lines of the purpose of a company is to make money. I would not agree. Rewarding the owners is impo

Enrique Suarez

http://www.wix.com/suarezenrique/delta

suarezenrique@post.harvard.edu

I have not yet dealt specifically with the not-for-profit organizations (NFPOs), an important institutional segment, whose objective is not the creation of economic wealth but the pursuit of activities that will positively affect society at-large. The immediate problem we face when attempting to develop a cohesive strategy for NFPOs is their enormous diversity.

The term not-for-profit seems to encompass a wide array

Who Is the Customer?

This is a very central question. The most obvious answer is that the customer is the one who pays. The relevance of this answer is evident, since it identifies who is directly responsible for generating our economic benefits. Therefore, we have to include the buyer as a critical element of our customer base. However, often we shouldn’t stop there, because the customers of our customer, is either as important as, or even more important than, the buyer. We need to relate to tha