The benefits of the MainMessage process are huge. First, the resulting message will be one that will not only work but the whole management team will be on board with it. The reason is that they created it. The importance of this cannot be overemphasized. There are other major benefits as well. Most importantly, the message reflects the collective thinking of the management team, the people who know the product or service and its marketplace best, or should. One side benefit is that the sales department will be selling what the technical department is actually building. Also, the main message can then go right into the website, product brochures, slide presentations, news releases etc. This alone provides the MainMessage user with a major competitive advantage over less nimble competitors: the ability to move quickly. Of course, astute competitors will begin to catch up so it’s important to know how to recognize when they are so that they can be re-positioned again with a new main message ― another major advantage.

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