The MainMessage process is really a sophisticatedly simple template that encourages a group, with proper leadership, to converge on its vision and message by getting them to focus on what words that they agree fit the template about the new idea, product, campaign, etc. In the process, they learn how to position the competition on the defensive, agree who the prospects are, and identify what the key problems or concerns of these prospects are that the product, service, or candidate is addressing. The result is the "main message". It’s seems like a very simple process, and in reality, it is. That’s why it works.

The session usually takes place in a conference room with about 5-10 key people who are responsible for the product, candidate, etc. It usually takes from an hour to an hour and a half to complete. If it takes longer than an hour and a half, this is a sure sign that the participants don't understand their marketplace, a valuable thing to know for any investor.

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