Summary of Strategic Communication

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Strategic Communication summary
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8 Applicability

7 Innovation

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Recommendation

Your company is innovative, groundbreaking and relentless. But do your customers know that? Strategic messaging communicates your vision and value to stakeholders, but, too often, companies overlook the benefits of effective messaging. Marketing and product growth expert Myk Pono explains how to improve your brand’s messaging to entice new business. While it may be a dry read for some, Pono’s advice is practical and actionable. getAbstract suggests that marketing professionals in tech fields and beyond familiarize themselves with this worthwhile strategy.

In this summary, you will learn

  • Why strategic messaging is essential to tech companies,
  • How to gauge if your company’s current messaging is effective and
  • How you can implement new messaging.
 

About the Author

Myk Pono is a San Francisco–based marketing and product growth consultant and entrepreneur.

 

Summary

Tech companies often overlook strategic messaging because the return on investment is hard to quantify. However, messaging is a fundamental step to convey your company’s vision and products’ value in order to “create a customer.” Powerful messaging is “simple and consistent.” Interview your team and customers to check if the way your company views its products matches outsiders’ perceptions. Ask your staff what they believe the company does, what problem it solves, what sets it apart from its competitors and what value it provides customers. If everyone answers similarly, question customers on why they bought the product, what problems they aimed to solve, how they used the product, and what they liked most and least. Like a touching story, effective messaging emphasizes how, why and to whom something happens over what actually happens. It avoids buzzwords and superlatives like “world-class” and defines technical terms.

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