In Chapter 2 of Play Bigger, we include an example provided by Tenable CMO and veteran category designer, Jennifer Johnson. Her Messaging Hierarchy Pyramid diagram was created to simplify communications between all the stakeholders involved in the process, and provides valuable insight into sticking the landing with category design.
This diagram illuminates how to positively effect the individual users (Admin, Developers), the functional leaders (Managers,VPs), and the Chief Officers of your company by re-framing their perspective on the problem so your solution becomes self-evident. The whole category design process must be driven by the CEO and must be supported by the entire leadership team.
It's a common mistake made by category designers/brands to not be proactively defining how the category vision relates to every functional role in your buying process. The Messaging diagram is just one of many valuable tips, tricks and to-dos included in the Lightning Strike Mobilization Kit! The Strike Kit is the follow up resource to our best selling Play Bigger book that has become a must-have tool for veteran and aspiring category designers alike looking to dominate their market.
For a deeper dive into Lighting Strike execution, go to our Books page to download your own free copy of the Play Bigger Lighting Strike Mobilization Kit.
