What Your Messaging is Missing: How to Close the Meaning Gap (with Diane Wiredu, Founder of Lion Words)

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Nov 3, 2025

Diane Wiredu, Founder of Lion Words and a B2B messaging expert, dives into the challenges of unclear messaging in tech. She tackles the 'meaning gap' that leaves most B2B copy feeling bland and shares her insights on achieving message-market fit. Diane emphasizes the importance of balancing clarity and emotion, offers strategies for simplifying complex products, and explains how to align teams around clear messaging. With engaging examples, she urges marketers to focus on what really resonates with buyers.

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INSIGHT

Meaning Crisis In B2B Messaging

B2B messaging is over-optimized for clarity, value, and punch but under-optimized for meaning.
Buyers drown in generic promises because messages lack real, provable meaning.

ADVICE

Own One Flagship Message

Pick one flagship message your company will be known for and align the team around it.
Use customer research to find that message instead of relying on workshops or sticky notes.

INSIGHT

Name The Problem, Not The Competitor

The 'villain' you name should be the cause of buyers' problems, not a competitor.
Strong messages often frame the problem or the win simply and memorably.

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#300 Drive | This episode is from Drive 2025, our 2-day in-person event for B2B marketers in Burlington, VT. It features Diane Wiredu, Founder of Lion Words and expert in B2B messaging and positioning. She shared a killer talk on “What Your Messaging Is Missing,” breaking down why most B2B copy sounds the same and how to close the meaning gap by focusing on clarity, balance, and buyer context.

Head over to exitfive.com/drive to join the waitlist for Drive 2026 and be the first to know when tickets go on sale.

Timestamps

(00:00) - – Intro from Dave
(02:52) - – What “message-market fit” actually means
(05:22) - – Why most B2B messaging misses
(09:27) - – The “meaning gap” and why it happens
(14:12) - – Balancing clarity, emotion, and differentiation
(19:37) - – How to simplify complex products
(26:33) - – Examples of messaging that actually resonates
(32:03) - – How to pressure-test your messaging
(38:18) - – Aligning teams around a clear message
(44:03) - – Turning insights into copy that converts
(49:13) - – Q&A: internal buy-in, testing, next steps

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