Clever messaging doesn’t win markets—relevant messaging does. And relevance starts long before the first word is written. In this practical and insight-rich keynote, Rolf Schwieger unpacks the often-missed foundation of great storytelling: message-market fit. He’ll challenge the myth that “just tell a great story” is enough, and show how truly effective messaging starts with deep customer understanding—not creative copy. Using real-world examples (including what not to do), Rolf will walk through a repeatable process that turns insight into impact: Research → Insight → Positioning → Messaging. You’ll learn: - Why most messaging fails (hint: it’s not because it’s boring) - How to identify real pain points—not just surface-level symptoms - How to define your true ICP and build positioning that sticks - A simple narrative framework to move from problem to outcome - Lessons from success (Tungsten Automation) and failure (PGi) Whether you’re refining your GTM motion or repositioning your product, this session will give you tools to align your messaging with what your market actually cares about—so they don’t just hear your story, they feel it.