I work with a few different organisations on how they tell their story in creative and impactful ways. This may come under a few different headline names - positioning, messaging, product marketing, GTM strategy, product strategy - but ultimately I think about it as "knowing what your customers want and then building stuff they care about and then talking about it in a way that makes sense". Which is evidently harder than it seems. 

Anyway, I'm creating a set of tools/guides/playbooks for myself to use and I'll be sharing them here as I build them.
Value proposition summary: 
  • A template to be filled in that should be the end goal when defining a value proposition for a product or feature (or combination)
  • Long form description here
  • One slide template here
Company positioning summary: 
  • A template to be filled out when defining the top level identity and messages of the company
  • Long form description here
  • One slide template here
Why us "collateral": 
  • People often overthink "one pagers". In reality, if you've nailed your company positioning and value proposition, just get it down over one or two pages in an easy to read format
  • This template can be used to do this and shared directly with customers
  • Make whatever design choices you want to make that is consistent with your brand. Make key statements and metrics clear (bold, underline). Edit and replace logos, quotes and metrics to make the relevant to the recipient
  • Template here
Product or feature "collateral": 
  • As with the above, people overthink product specific pieces of collateral too. In reality, if you've nailed your product positioning and value proposition, just get it down over one or two pages in an easy to read format
  • This template can be used to quickly spin up a product or feature one pager, ready to be shared with customers
  • Make whatever design choices you want to make that is consistent with your brand. Make key statements and metrics clear (bold, underline). Edit and replace logos, quotes and metrics to make the relevant to the recipient
  • Template here
Pitch playbook: 
  • A series of sections that any good pitch should contain
  • This is aimed at explaining who you are to customers, prospects, potential partners and so on (i.e. this is not a fundraising pitch)
  • By making sure you cover all these sections, in roughly the order provided, you stand a great chance of delivering a solid pitch
  • Pitches start with a story written down in a document, not with a deck. This intends to help you develop that story (not "build a deck")
  • Playbook here