POV + Languaging = Messaging

You need:

• a Point of View (POW), meaning “What do we stand for?”
• languaging, meaning “How do we powerfully communicate our POV?”,
• and messaging is, “What should we say?”

Frame, Name, and Claim the problem. Example Pfizer invented a new disease. “Impotence” was something no man could accept. They reframed it in a more specific way. “You’re not a man with a lack of agency. You just have a vascular problem: erectile dysfunction. And we have the perfect solution: Viagra!” Erectile dysfunction = new name This way they claim ownership over that category.