Messaging is how your company talks about its product strategically and systematically. Hilary recently worked with the Muse team to create a new message for Muse 2.0, and she joins Mark and Adam to talk about her creative process. Topics include why product messaging exists to solve a problem at a particular point in time; how Apple builds its brand message into product marketing; work idealists; and the importance of creative trust on teams. Plus: some cliché phrases to avoid when marketing your productivity software.

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Show notes * Hilary Maloney @HilaryMaloney * Bishop, bouldering, Free Solo * brand strategy * photojournalism * Parlore * Muse 2.0 launch memo * messaging * Notion’s “source of truth” message * Metamuse episode on brand * Dropbox, WeTransfer * above the fold * Apple’s “Think different” campaign * challenger brand strategy * Apple’s “Behind the Mac” campaign * Muse memos * knowledge management, second brain * the four Cs * Always Sunny pinboard meme * Deep Work * brand persona * Maker’s Schedule, Manager’s Schedule * trope * Crossing the Chasm * Metamuse episode on collaboration with Nikolas Klein