The value of a message comes from repeating it for years, not from making it clever, and that teams changing messaging every month or quarter can't make progress. Listen
Gerhardt cites a mentor pointing him to Salesforce, which he says ran a front-page Wall Street Journal ad on its CRM market share for about twenty years. He contrasts this with the many B2B teams he talks to that change their messaging monthly or quarterly. His point is that there is value in picking a lane and staying in it.
“It's not always about having, like, like, the sexiest or craziest or clueless message. It's about the ability to, like, repeat it over and over and over”
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