Something I do constantly in my business and with my clients is auditing messaging to figure out what's actually working and what needs to change. Because messaging is something you’re always working on, evolving and refining (well you should be). Now when people are trying to figure out if their messaging is working and doing its job – they often approach it the wrong way. They look at vanity metrics, they panic when something doesn't work immediately, or they're constantly pivoting be...