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. @MuseAppHQ [email protected] 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