037: How Capable Leaders Navigate Uncertainty and Ambiguity - an annotated reading - Part 6
Trigger Strategy
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Navigating Uncertainties in Brand Messaging for a Cybersecurity Startup
The chapter explores the balance between detailed planning and flexibility in the context of brand messaging for a cybersecurity startup. It discusses the challenges of aligning traditional branding processes with innovative approaches, emphasizing adaptability in navigating uncertainties. The consultant's experience with the startup showcases the importance of evolving messaging strategies, embracing counter positioning in sales, and experimenting to refine communication with customers.
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