Understand four fundamental perspectives: 1. The Company - What is believable? 2. The Competition - What is ownable? 3. The Customers - What is relevant? 4. The Context - What will influence messaging?       It's not about fixing the words It's about determining and getting alignment around key messages. It can be about strategic choices. Our process helps identify gaps or opportunities related to communications and leads to the establishment of a strategic framework that facilitates simplicity and clarity in message development.