Image by Nicole Todd
Great messaging should be a unifier—a story everyone can tell with confidence. But too often, organizations end up with different versions of their story across departments. Leadership talks vision, sales fine-tunes the pitch, engineers dive into the details, and partners add their own spin. Without a shared foundation, the message morphs along the way, leaving customers with more confusion than clarity.
That’s where 2A comes in. We’ve spent over a decade helping companies—from scrappy startups to global enterprises—cut through the noise and land on messaging that sticks. Our messaging and positioning frameworks (MPFs) aren’t solely documents; they’re blueprints for how teams talk about what they do across sales, marketing, and leadership. We’ve refined our approach through hundreds of engagements, striking the ideal balance between structure and adaptability.
To break down what makes a great MPF, we sat down with Director of Consulting Sarah Silva, who has helped lead countless 2A messaging sessions. Here’s what she had to say.
Why do companies trust 2A’s MPF process?
Sarah: Because we make it collaborative. Messaging is hard. When you’re too close to your product, it’s tough to see what really resonates. Our process brings teams together in working sessions, where we challenge assumptions, debate word choices, and land on messaging that actually feels right. Clients trust us because we don’t just write—we listen, refine, and push for clarity.
How does 2A prepare for MPF development?
Sarah: Our storytellers are strong writers first. Tech expertise comes with research and curiosity. Before a session, we dig deep—reading client materials, analyzing competitors, and tapping into our own experiences. But the real magic happens in the room. We don’t just stick to a script; we follow the conversation, ask the right follow-ups, and help teams see their own messaging in a new way.
What’s a common misconception about MPFs?
Sarah: That they’re painful to build. A lot of teams think it’ll be a slow, frustrating process. But we make it engaging, fast, and productive. We get stakeholders talking, debating, and landing on messaging they actually believe in.
How do MPFs set businesses up for success?
Sarah: MPFs make everything easier. We provide short, medium, and long copy blocks, benefit statements, and use cases—so teams aren’t starting from scratch every time they need content. Most clients immediately use their MPF to build ebooks, infographics, and sales materials, which makes content creation faster and keeps everything consistent.
What’s an unexpected way 2A approaches messaging?
Sarah: Instead of starting with writing, we start with themes. Before defining pillars and benefits, we identify the big ideas driving the messaging. That sparks discussion and helps teams recognize their strengths from a new angle. It’s a step that surprises people but makes a big difference.
How does 2A balance creativity with clarity?
Sarah: We meet clients where they are. Some want playful, conversational messaging, while others need a more direct approach. Either way, we make sure the messaging is crisp, compelling, and ready to use.
Need messaging that sticks? We’ve got you. Whether it’s a product, solution, or joint messaging framework, 2A helps teams land on messaging that works. Let’s chat.
