Messaging can make or break a campaign. It can be the difference between your target audience paying attention, or not.

A powerful message provides clarity on how your innovation can impact business and shift the market. It successfully maps purpose to product, and instantly connects with key stakeholders. 

Whether you’re seeking to persuade a new client, secure funding, or make a sale, your message needs to engage people and inspire them into action.

As innovation storytellers, we do that by quantifying and qualifying how our audience’s lives will get fundamentally better as a result of our breakthrough idea. We wrap our message in a story that helps them see a future they couldn’t envision before us.

Most sales and marketing teams have access to great technology that allows them to monitor and track campaigns and their results. But don’t forget about the human touch. The best campaigns go viral, because they connect emotional with people and inspire them to share those feelings with others. And that’s critical when you’re selling innovation.


p.s. — Psst, need help with this? My Mastering the Message talk and workshop will prepare you, your team, and your organization to embark on a successful sales or marketing campaign by harnessing a powerful message that reaches your targets where it matters most.

This Week’s Best Articles on Innovation

  • Climate Change Won’t Wait For Future Action – We Need Action Now – Nature
  • Cowboy Culture Doesn’t Have a Monopoly on Innovation – Scientific American
  • The Innovation Investment Gap – Sifted
  • The Truth About Leading An Innovation-Led Culture – FORBES
  • Why Big & Complex Businesses Find It Difficult To Innovate – FORBES