Chris Rodde
Co-Founder & CMO, Two Spruce Partners
Positioning and messaging
Use this skill when positioning or messaging is the real problem — building or rebuilding a messaging framework or messaging house, a value proposition, homepage or website copy, taglines and headlines, category definition, competitive differentiation, ICP or buyer personas, a sales narrative or pitch-deck story, launch messaging, or an audit of existing copy, decks, or sites. Also use it when the team says their messaging feels generic, inconsistent, unclear, or "isn't landing," or that nobody can explain what the product does. Produces one messaging framework document — decision, expression, and evidence — that a salesperson who missed the workshop can open and write an on-message email from in five minutes. Trigger on the work, not the vocabulary: people describe the symptom, not the framework.