Your messaging must be:
The big picture
Keep in mind that strategy is the big picture and tactics are the everyday activities that help you achieve success in your big picture.
Do you have a written vision of what you want to achieve and why it’s important to you? This is not about money. It’s about doing work and providing products and services you are genuinely passionate about. Don’t panic; you won’t need a 63-page business plan. A few lines can provide clarity and a foundation for our next steps.
Does your staff know your vision? Are they enthusiastic and fully committed? Do they use the same language as the CEO to describe the company?
Did you identify your niche, ideal client, and target market? Do you know your target market’s specific challenges, needs and problems, and how your company can solve them? Which Twitter chats and LinkedIn groups are decision makers involved with? What’s your message to them? If you are a B2B company, you must focus on what your customer’s customer needs.