Bad news:
Messaging only works after multiple exposures.

Good news:
Messaging actually works after multiple exposures.

This gives you a freakish amount of power.

But it means your whole team needs to be saying the same thing, always.

And that starts with the collaborative development of a strong perspective.

And yes - it must be collaborative.

Because when your key people help define it, you get automatic alignment.

Then, like a song on the radio, it's just a matter of staying in the rotation.

Your market will be indifferent at first, but soon enough they'll be singing along.