Make the Job the Spine
Use a JTBD statement to decide what belongs at the top of the message hierarchy.
Principle: The buyer's job is the spine; the product architecture is supporting evidence. The Move Write the job statement first: When [situation], I need [progress], so I can [outcome]. Then build the hierarchy from it. The top claim should echo the progress. Supporting claims should name the value themes that make the progress possible. Proof points should carry features, metrics, customer examples, integrations, and workflows. Why It Works A hierarchy forces priority. Without it, teams put every beloved capability on the same level and call it messaging. Buyers experience that as noise. With it, the first message earns attention, the…
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