Block 45–60 minutes with key stakeholders (founder/CEO, product lead, head of marketing, maybe a customer voice).
Bring raw inputs: mission/vision, customer insights, competitive landscape snippets, previous messaging docs.
Draft the Purpose first—keep it aspirational yet specific (≤ 20 words).
Craft the Promise next: one concise statement of the value you uniquely deliver.
Identify 3–4 Pillars that, together, prove you can keep that promise. Each pillar should be evidenced by features, proof points, or behaviours.
Stress‑test language with 3–5 real customers; refine until clear and resonant.
Share the final one‑pager company‑wide and reference it in all future creative briefs.
Why do we exist beyond making money? (≤ 20 words)
Example: “Empower every creative to share their vision with the world—no tech barrier in the way.”
Your Purpose:
The singular value we guarantee to our audience—what they can always count on us for. (≤ 15 words)
Example: “The easiest way to publish studio‑quality visuals, anywhere.”
Your Promise: