Who you are, what you do, how you do it, and why I should care?

These are questions every organization’s messaging must address, but all too often, does so from too “internal” of a perspective. When we live, eat and breathe our businesses and brands, how can we separate ourselves enough from internal perspectives and pressures to ensure our messaging and positioning is balanced, not burdened with minutia the customer is not motivated to care about, and differentiates us appropriately for the customers’ perspective?