A value proposition says who the device is for, what problem it solves and why it beats what they use today. Here is a five-step way to write one.

A message map is a one-page summary of what your brand says, to whom, and with what proof. Here is how to build one that your whole team can use.

Start with rules on what goes in, pick two or three real tasks, and train on your own work. A practical plan for the first 90 days.