By Olivia Witt, Mollie Hawkins

Image by Alyssa Smith

Let’s face it: running an AI startup is hard enough without having to worry about how to explain what you do and why it’s important. Between the jargon, technical complexity, and the need to stand out in a busy market, it can feel like no one quite “gets” you or your brand. The last thing you have time for is perfecting your marketing message (ah, that seemingly low-hanging fruit). But even the most groundbreaking AI needs more than just great features. Without a clear, compelling message, your genius can get lost. Pitching your AI products to new customers in clear, easy-to-understand ways has never been more important. Enter your new best friend, the messaging and positioning framework (MPF).  

Turning AI speak into human speak 

AI might be the future, but that doesn’t mean everyone understands how it works—or why it’s valuable. If you’ve ever tried explaining your product to someone outside the tech world, you know it’s easy to lose them in a sea of buzzwords, or cliché one-liners like “Join the AI revolution!” But here’s the deal—if people don’t understand your product, they won’t buy it. The magic of MPFs is they take the complex and make it crystal clear. We help translate your genius into language that connects with both investors and customers, without dumbing it down or losing your voice. 

AI is smart—your messaging should be too (and maybe a little fun) 

AI messaging can sometimes feel complicated and confusing, but that doesn’t mean your startup has to follow suit. At the end of the day, your brand messaging should match your core business value propositions—what are you selling, and what action do you want your customers to take? You don’t have to bore them to tears with messaging that they don’t understand (or relate to). An MPF helps you bridge the gap between “what we do” and “why it matters” to your audience. 

MPFs are all about giving your brand personality and character, distilling technical language into concise value statements. We help you communicate not just what your product does, but why people should care. Are you building AI that’s fast, user-friendly, or are you saving people time? We make sure those points shine through in a way that grabs attention and feels approachable. 

Standing out without shouting 

There are a lot of AI companies out there, and it’s easy to blend into the background if you don’t have a strong message. Your cool features aren’t enough if no one understands why they should care. We’ll work with you to highlight exactly what makes your product different. Whether it’s your focus on ethical AI, a killer feature, or the fact that your solution actually works in real-world scenarios, we help craft messaging that sticks without resorting to empty buzzwords or overused tech lingo. 

In fact—that’s our specialty. MPFs are our jam. We get everyone on the same page, because we know what it’s like when product says one thing, marketing says another, and sales is winging it. We help align your whole team with a clear, consistent, and unified story that everyone can get behind. No more mixed signals or confusing handoffs. 

Your product may be brilliant, but that’s just half the battle. With 2A in your corner, your AI startup gets more than just a snazzy tagline—you get a framework that lets you confidently tell the world what you do, why it matters, and why they should be paying attention. Ready to make your audience care as much as you do? Reach out to us anytime! 

By Olivia Witt

Image by Nicole Todd

Lights! Camera! Unions?  

Long before the “Action!” begins, a successful video production needs an action plan. With the right preparation, magic can happen—whether you’re debuting an epic product promo, highlighting a customer success story, or crafting a video short for social media.   

Practice makes perfect, and our globetrotting video team has learned a few best practices that can help ensure your next production goes off without a hitch.  

1. Scout it out 

Whether you’re in a studio, office building, convention center, or outdoors, scouting your location helps iron out potential issues before filming day. For example, my team and I recently filmed a web series in a small conference room for a client in London. Thankfully, we checked out the room ahead of time and learned important details. A constant hum from the air ventilation system meant we would need extra sound dampening blankets and time to conduct sound tests. And when we saw the low ceilings, we knew we’d need to fly in a wider lens for the overhead camera.  

2. Firm up the schedule before the shoot  

Precise timing is critical to a successful production, so a finalized schedule will create a less stressful day on set. When planning your schedule, account for breaks, buffer time, and information that might impact production. This could be building closing times, hard stops, and anything else that might be helpful for the team to know ahead of time. Sending out a call sheet the night before production days is key to keeping everyone informed. We’ve also learned that bringing a few extra printed copies on the day-of helps everyone stay on task, and sets the team up for success. 

3. Communication, communication, communication  

We know from experience there’s no such thing as overcommunication when a lot of people are involved. Every role is interconnected, so getting everyone on the same page helps prevent costly re-shoots, rushed schedules, and maybe a few tears. If everyone’s clear on the vision and goals, you avoid unnecessary conflict or last-minute changes that compromise the quality of the final product.   

4. Don’t roll the dice on regulations  

Your production may need to follow a set of local regulations, which differ from place to place. For example, when 2A went to Las Vegas for a production, we learned our location was owned by a hotel and casino entertainment company that had its own production union labor regulations. We would need to work directly with the union to source our crew and provide strictly mandated breaks. Knowing the rules helped us flesh out our day-of schedule, providing enough time for breaks without sacrificing the creative vision…or violating labor laws. Phew! 

5. Embrace the unknowns 

No matter how much you prepare for a production, there will always be surprises. You must learn to be flexible and go with the flow of the project, which may turn out a bit differently than expected. Productions have so many moving parts that, inevitably, something will come up and you’ll have to pivot. Maintain calm and wear your problem-solving hat to keep everything running smoothly. Having an agency to lean on that’s well-versed in video shoot plot-twists and creative solutions can be indispensable. 

Looking for end-to-end production services? From creative to staffing to pre-through-post-production, 2A creates eye-catching marketing videos that captivate audiences. Get in touch today.