The tech market roars, competition snarls, and the air thrums with pro- mises of groundbreaking solutions. But in this sym- phony of "what" and "how," your voice risks getting lost in the noise. Product features? Yawn. Technical expertise? Been there, coded that.  How can leaders and marketers craft a winning commu- nication strategy? The answer lies in messaging.

The key to standing out? Messaging with laser-focused intent

Forget generic marketing tactics. Content may be king, but messaging is the kingmaker.

Companies that truly understand their "why"—their core purpose, their burning mission—will rise above the din and capture hearts (and wallets) in today's hyper-competitive landscape. Ones that keep winging it with their sales tactics and lack of customer empathy will fall behind.

So, How Do You Unearth Your Messaging Core?

Stop selling the "what" (your offerings) and the "how" (your processes). Start with the "why"—your reason for being.

Purpose has always mattered, but never more so in the tech industry than now, particularly the Indian IT services sector that's ridden favorable winds for decades. Now, it's the cornerstone for crafting messaging that brings success.

Marc Andreessen's prophetic proclamation, "Software is eating the world," has profound implications for marketing. As software permeates every industry, the tech world must learn to speak the language of its consumers. It's time to ditch the jargon, simplify the complex, and focus on the tangible impact of your product or service.

This shift, however, is easier said than done. For many tech founders steeped in engineering brilliance, transitioning to a customer-centric mindset can be challenging. It requires stepping out of their comfort zone and engaging in a rigorous self-assessment of their product or service's true value proposition. This introspection will force them to be objective and brutally honest with themselves. To navigate this transition, founders must seek external perspectives from consultants or industry experts who can keep them honest.

“Why” is your superpower. Answering the Why unlocks the door to powerful storytelling. Why is not just about you; it's also about them.

Why should customers choose you? "Because we offer X, Y, and Z features" just doesn't cut it anymore. It's time to tap into emotions.

Take a cue from the masters of brand narratives—the FMCG giants. The consumer goods sector relies heavily on stories to cut through their commoditized products.

Just like you might buy an FMCG product because you want to:

• Nurture your child's growth (the nurturing parent)
• Flash a dazzling smile on a date (the romantic)
• Feel like royalty (the self-assured individual)

In the tech sphere, or B2B in general, you might buy because you can't afford to:

• Leave your team's efficiency to chance (the responsible leader)
• Come in second place (the relentless achiever)
• Have your reputation tarnished (the risk-averse professional)
• Miss out on the cutting edge (the tech-savvy FOMO victim)

Humans are wired for stories

The internet may overflow with content, but a compelling narrative never goes out of style. The increasing emphasis on customer pain points, challenges, and benefits—their "why"—is a boon for frontline teams like sales, marketing, solutioning teams, and customer service reps. The implications for pure technologists, researchers, and engineers are a topic for another article. What is abundantly clear is that as AI accelerates the production of content and designs, the ability to craft compelling narratives will become increasingly crucial. The tech industry is finally coming of age. And that’s a good thing for consumers and buyers.

Author's Bio: "Shivesh Vishwanathan is the Founder and CEO of FocusFew Consulting (www.focusfew.com). FocusFew helps technology firms and businesses on the digital path define their products and services, develop a differentiated value proposition, and create an enduring and durable brand."

LinkedIn - https://www.linkedin.com/in/shivesh/