Companies often struggle with the messaging that drives marketing. Getting the message right is hard, and all the precise execution in the world on the tactics won’t really take hold if the programs are built on a message that misses the mark. Why do companies seem to struggle so much with messaging? Often, it’s like not being able to see the forest for the trees. Companies don’t have the distance or context to see how their message is playing. Or they feel they’ve got a differentiated message, something that’s truly unique, but in truth it’s just another case of “me-messaging,” something too similar to everyone else.