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Rachael
@rachaelrad
I have had this conversation for most of my career and it is often with highly technical founders re brand building: similar to "culture eats strategy," when it comes to building a brand from the ground up, the message is WAY more important than the tactics. You have to decide what you want people to know about you in simple, crisp terms. Then you can go start doing stuff (and there is infinite stuff to do) that amplifies that message. Teams can get bogged down in the conversation about tactics for way too long, because tactics is what you see when you're trying to reverse engineer brands you admire but that's not how they do it. Over-rotating on tactics won't get you anywhere and it's a waste of time until you know what you want to say.
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Chinmay 🪔🪔🕹️🍿
@chinmay.eth
so damn true. @percs is struggling to get the one liner going. We are running into two problems. 1. Creating a one liner is hard. It takes 2-3 sentences for us. 2. If we get a one liner, it's either too generic or it's too crypto. How would you suggest going about it?
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Kieran Daniels 🎩
@kdaniels.eth
It doesn’t take 3 sentences. It takes one :) It might take months to get that perfect and at every project I’ve grown it always starts mediocre and then something clicks and you remove a few words or change them etc. Fighter pilot method here. Ship the 20% version, but it needs to be one sentence. Then iterate and improve and if it’s really bad then people will tell you the answer to fix it :)
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christopher carfi
@ccarfi
it’s taken me a couple of decades to distill what i do down to that level of crispness. it’s now the last three words of my bio. 😉
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harsh
@harshh-jainn
share a few examples of both sets? But the general idea is have a paragraph and keep cutting downwards until you achieve the optimum of positioning + length. getting positioning right is more important than getting length right
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Scott Howard
@scottjhoward
@percs creates “this outcome” for ideal customer profile (ICP). Outcome = important to me made possible or done better, faster, cheaper. ICP = champion who will endure the cost to adopt Percs which likely mean 0-1 (1 is more valued than cost of percs) or 10-100x better faster cheaper than current (will evolve). Outcomes not features. If they are serious they will want to know how. Only thing customer ever wants to buy is outcomes not products. I want a deck, not hammer, nails, wood.
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