This is a big moment for you and your company. You just rolled out your company’s core value proposition and it’s time to get three thousand top leaders to own it and live it everyday. What do you do? Where do you even start? Well recently, the head of sales for a big client (eight thousand employees and growing everyday) approached The BRIEF Lab to help do just that. The risk was real, but the payoff could be very big. If the message was confusing, complicated or long-winded; no one would understand it. They would tune out and and let the message die on stage. But if the message was clear, logical and personal, people would get it very quickly. They would remember it and have clarity around how to own it. That’s what this episode is all about. Owning the message. So let’s get right to it. Enjoy!


  • What we mean by “core value proposition” – it’s not a script, it’s a story!
  • Why it’s so important to make it logical and personal
  • Why it’s so important to get top leadership’s buy-in before rolling it out to the rest of the company
  • How to unveil your message and take the first step to get top leadership on board – aka how to “own it”!

Links and Resources for you:

  • The Message Alignment Program – This is the program our clients use to rollout their value proposition and get their employees to “own it”
  • The BRIEF Essential Toolkit – The toolset includes a “Narrative Map” which is what we use to help companies organize their message into a story.

Thanks for Listening!

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