2 min lesson
Message architecture & testing
Rebuild the sequence in "Message architecture & testing" from memory, ending with the check that proves the outcome.
Step 1 of 3
A message house keeps every asset saying the same thing in the right register. Without one, the blog, the landing page and the sales deck drift until the product means three different things.
The structure is a hierarchy. One core narrative on top, a few pillars beneath it, proof points under each pillar and per-channel variations at the bottom where the words flex for X versus a docs page versus an enterprise one-pager.
Interactive diagram. Tab through its regions; each focused region shows its detail in the panel below.
diagram: stack
Build it top-down; pressure-test it bottom-up - a pillar with no proof comes out.