Messaging is how your company talks about its product strategically and systematically. Hilary recently worked with the Muse team to create a new message for Muse 2.0, and she joins Mark and Adam to talk about her creative process. Topics include why product messaging exists to solve a problem at a particular point in time; how Apple builds its brand message into product marketing; work idealists; and the importance of creative trust on teams. Plus: some cliché phrases to avoid when marketing your productivity software.

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Show notes

• Hilary Maloney @HilaryMaloney
• Bishop, bouldering, Free Solo
• brand strategy
• photojournalism
• Parlore
• Muse 2.0 launch memo
• messaging
• Notion’s “source of truth” message
• Metamuse episode on brand
• Dropbox, WeTransfer
• above the fold
• Apple’s “Think different” campaign
• challenger brand strategy
• Apple’s “Behind the Mac” campaign
• Muse memos
• knowledge management, second brain
• the four Cs
• Always Sunny pinboard meme
• Deep Work
• brand persona
• Maker’s Schedule, Manager’s Schedule
• trope
• Crossing the Chasm
• Metamuse episode on collaboration with Nikolas Klein