How to Change Your Messaging Across the Board

I want to understand why it's not just a bunch of ego stroking. What are the benefits of doing it? I know that you have to change your messaging to fit whatever it is you're now focusing on. Ye, i think certainly you need to find messaging that resonates with your audience most effectively. And that's, i think that's what's driving these efforts. But just to the execution kind of gets moneyed. Because it seems like, while we're going to change our messaging, it should be we got to change it across the board,. Otherwise we have inconsistent aging and inconsistencies. How do you convince your leaders? Let's say i'm in that place right where