No one tells you this when you start a business, but explaining what you do is way harder than building the damn thing.

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At first it’s easy. You live it. You breathe it. You talk about it every day.

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But then you grow.

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More people. More products. More markets.

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And suddenly… your website sounds like it was written by a stranger. Sales is saying one thing. Marketing another.

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In this episode of The Storyteller’s Edge, we’re breaking down five messaging moves that scale with you, so your message doesn’t crack under pressure.

Why Messaging Breaks as You Grow

Growth is a magnifier. It amplifies what’s working… and what’s not.

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So what used to work when you were 10 people in a WeWork starts to unravel at 50, 100, or 500.

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Here’s why:

1. Misalignment Across Teams
Sales, marketing, product, leadership—they all explain what you do differently. Not because they’re sloppy, but because there’s no shared truth.

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2. Outdated Messaging
Your business has evolved. But your messaging still sounds like it’s in year one.

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3. Audience Drift
You’re still talking to insiders, but your buyers are now pragmatic and need instant clarity.

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4. Scaling Without Structure
Without a messaging framework, every new hire and channel adds noise. Chaos replaces clarity.

Here's the Fix: The Five Messaging Moves

Let’s get you back on track with five moves that actually scale:

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1. Clarify Your Core Message
If your elevator pitch, homepage headline, and investor one-liner don’t align—you’ve got a problem.

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💡 Clear beats clever. Every time.

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Bad: “We offer a multi-pronged AI analytics platform…”
Better: “We help Fortune 1000 logistics companies use AI to predict equipment failure before it happens.”

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2. Create a Scalable Messaging Framework
Messaging isn’t just about words—it’s about structure.

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Use this simple 3-part formula:

- The Problem We Solve

- How We Fix It

- Why It Matters

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3. Simplify with Specificity
Complexity kills clarity. The curse of knowledge is real.

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Bad: “We leverage AI-driven synergies to optimize enterprise productivity.”

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Better: “We help mid-market healthcare providers flag billing errors using AI so they can recover millions in lost revenue.”

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4. Evolve the Message with Proof
Messaging without proof is just opinion. Use mini case studies and stats to earn trust.

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Example:
❌ “We help startups scale”
✅ “We helped a cybersecurity startup reach $1M ARR by tightening their value prop and pitch.”

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Social proof works. Use it.

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5. Stay Consistent Across Teams
A great message in marketing means nothing if sales is saying something else.

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Run audits. Build a playbook. Train your team.

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Consistency builds trust. Inconsistency creates doubt.

How to Test If Your Messaging Is Actually Working

Before you ship anything, ask:

✔ Is this message clear and repeatable in one sentence?
✔ Is it consistent with the rest of our messaging?
✔ Is it still relevant to who we’re targeting now?

If the answer is no, it’s time to go back through the five moves.

Takeaways

• Growth magnifies messaging misalignment—clarity doesn’t scale on its own
• Use a framework: Problem → Solution → Why It Matters
• Specificity = simplicity = impact
• Back it up with proof
• Align every team with a shared playbook

Your message should evolve with your business—but it should always be unmistakably yours.

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