Identify “power statements” that bring life to your key messages. I recently met with a company that says it designs and manufactures state-of-the-art proprietary hardware solutions (DC to 40 GHz) to facilitate broadband RF signal management for complex cable networks. What’s their power statement? As it turns out, if you’re watching cable television in North America the signal is directed by this company’s product.
Techno-speak does not impress anyone. I started Presto Vivace in part to liberate technology marketing from this sort of annoyance.