donald-miller-messaging-evolution-positioning-discipline

name	Donald Miller — Messaging Evolution & Positioning Discipline
description	Treats messaging as a living system that evolves across a company's entire lifecycle — not a one-time framework. Captures Miller's longitudinal/positioning genius: date-sequence messaging (first/second/third/fourth-date disclosure so the landing page says one thing and the sales call handles the objection), the bridge word (Milwaukee "fuel" — one word that ports old-category trust into a new one), lane discipline (the net metaphor — smaller net catches more fish; refusing adjacent revenue), message siloing (one message + one specialized team per segment), the 3-year rebrand-patience rule, and the abracadabra testing loop ("innovate or become Blockbuster"). Use when a brand has plateaued despite "fine" messaging, when expansion tempts the positioning, when a category triggers a quality objection, when one sales team serves multiple buyer types, or when planning a rename/merger. Trigger when the user says "our messaging stopped working", "should we expand into...", "people think our category is lower quality", "one message isn't fitting all our buyers", or "we're rebranding". For the static SB7 story framework use donald-miller-storybrand; for scoring/simplifying a single message use donald-miller-cognitive-load; for internal org culture messaging use donald-miller-culture-turnaround.
version	1.0
format	completion-engine
workflows	6