(Or: How Not to Run Your Brand Messaging)

It’s Friday afternoon and someone in the group chat suggests meeting for dinner. Seems simple. One message, one goal: eat together. But now comes the chaos.

“Where though?”
“I’m easy.”
“Not that place we went last time.”
“Too spicy.”
“I’m vegetarian now.”
“I have the kids.”
“Let’s just decide tomorrow.”

Three hours later, you’re ordering Deliveroo alone with a vague sense of betrayal.

This is what your brand looks like when it tries to please everyone.

When your positioning isn’t clear.
When your messaging waffles like the group chat.
When your CTA is a gentle “if you fancy” instead of a bold “click here.”

Good marketing doesn’t hedge. It doesn’t try to win the meat-lovers, the vegans, and the gluten-free crowd all in one headline. It chooses who it serves and speaks to them like a best friend, not a nervous intern trying not to offend.

Growth wisdom: Clarity > Consensus. Your brand doesn’t need a group vote. It needs a POV. A sharp, punchy, unmistakable tone of voice.

Pick a lane. Say it like you mean it. Let the others order takeaway.