Matt Ring

And before you know it, everyone's created their own thing.

So it's a really, really hard problem to solve.

The way that we think about that is what's the core narrative that everyone needs to understand.

Start with that before everything else.

Work really closely with the product manager or product SME or whoever's owning the thing that we're changing.

and make sure that we're really really clear up front about what the narrative is and i think you can use this in any situation actually if you've got a team and you're trying to help them to refine their pitch everybody should say the same core 30 second three minute 30 minute pitch that's how i was kind of taught if you like and that's something that i always always always stick with

So we start with the narrative and then through a combination of structured interactions with the different markets, champion sessions, feedback, we kind of get under the skin of what's happening in those markets.

How is this going to land?

How relevant is it?

Do you have anything else that's going on that's going to influence it?

And typically, I think like most things, 70% of it is the same and 30% requires a bit of change, a bit of nuance.

Yeah.

And that's typically how we've approached things.

And again, it's been a lot of trial and error.

Yeah, sure.

So in simple terms, that's really saying, what is it that we are talking about here?

What is the thing?

What's in it for the end user?

And why should they care?

Yeah, absolutely.