If you’ve ever sat in a meeting where sales, marketing, and product all describe the same thing in totally different language, you’ll recognise this one. Leadership keeps asking, “So how is this different from the other offering again?”, and somehow everyone still thinks they’re aligned. The fallout rarely looks like a “messaging problem” either. It shows up as slow sales cycles, confused positioning, weak cross-sell, campaigns that don’t convert, and a website that feels like five companies stitched together.

In this episode, I’m joined by Kevin Chan, Head of Product Marketing at Fleetio, who’s known for getting company-wide messaging alignment to actually stick. We talk about what it really takes to fix fragmented messaging, starting with the unsexy part most teams skip: stakeholder readiness, trust, and the history of past “messaging refreshes” that went nowhere. From there, Kevin shares how he anchored the work in voice-of-customer insight and brought the right people into the process so the language could hold up across teams.

We also get into why word debates are usually strategy debates in disguise, and how to keep messaging alive through real feedback loops instead of treating it like a one-and-done doc. To wrap, Kevin and I do a quick messaging critique of Brick, the screen-time device, and explore how a sharper framing could shift it from “reclaim your time” into something more behavioural and habit-based.

LINKS

Messaging Critique (Brick): https://getbrick.com/

Connect with Kevin:

LinkedIn: https://www.linkedin.com/in/kchan91/

Connect with Elle:

LinkedIn: https://www.linkedin.com/in/elle3izabeth/

Website: https://www.productmarketingadventures.com/