Pulse: Communication Is King

✱ Make your first step a reachable victory. Start with your tagline, as less is more in terms of messaging. It's always harder to write something shorter than longer, and your tagline is as short as it gets. It is the absolute essence of your organization's messaging.

Moreover, your steps in the tagline development process build the insight you'll need to craft a potent positioning statement and key messages or talking points (the other two elements in your message platform).