Case Study – When Your Product-Services Mix Changes: It’s Time For New Messaging

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Authored byRaeann Bilow

If you were expanding your product and service portfolio to incorporate more professional services, how would you ensure that your updated messaging framework would be effective in reaching your key personas?

In this short video, we’ll unveil our step-by-step process for crafting compelling messaging to ensure success. After kickstarting the project with a series of in-depth workshops that explored what has historically proven effective, we also conducted a thorough competitive landscape analysis. Backed by these insights, we developed a robust draft of a prospective messaging framework.

But we didn’t stop there. We put this framework to the test, subjecting it to rigorous trials to emerge with a battle-tested messaging strategy. With this approach, our clients gained the confidence they needed to confidently enter the marketplace.

YouTube video

The Problem

What would you do if you were a leading provider of open source solutions that targeted IT teams? And you knew that these IT teams had grown to love and trust your solutions over the years, but now it was time to launch a new solution and you wanted to be certain that the messaging associated with that solution was solid. Well, this is exactly the problem a client of ours came to us with recently. And instead of just guessing as to whether their messaging would resonate, they chose to Act With Clarity™.

The Solution

And once they did that, they asked us to conduct a series of in-depth interviews with key target personas, including CIOs, senior directors of operations, and other senior titles. And these interviews spanned a range of industries from manufacturing and healthcare and education and high tech and finance. And during these interviews, we dug deep.

And we looked at a ton of different descriptions and messaging pillars and different ways of representing the messaging framework overall. And we asked participants also to rank and rate what they were seeing. And ultimately, with the insights from the research in hand, our client was able to go to market much more confidently.

So if you have a similar challenge, perhaps you have a new solution with associated messaging that you want to test, you can either give us a phone call or drop us an email at or visit and fill out our contact form. And hopefully, we can help you Act With Clarity™ too.

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