GNT #138: Your words always reveal the truth

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read time: 2 minutes
 

A few years ago, I was sitting in a boardroom with a leadership team.

We were working on messaging for two solutions that looked dangerously similar. Within minutes, the conversation started circling:

“This one should be positioned as premium.”
“No, this one is faster.”
“Can’t we just say both?”

The words weren’t the problem. The clarity was.

Then, I said something no one wanted to hear:

❝If we’re not aligned here, the words will never work.❞

The room went silent, and everyone looked at me. The CEO nodded. 

Here’s what I’ve learned since: the way you talk about your business will always reveal the strategy (or lack of it) underneath.

Which is why so many founders, leaders, and teams get stuck in endless wordsmithing - when the real issue isn’t the copy at all, it’s the decisions that haven’t been made.

In today’s newsletter, you’ll discover:

• The real cost of unclear words and what they reveal about your strategy.

• The 4 cracks that always show up when alignment is missing.

• A simple 3-step reset you can use the next time you feel stuck explaining your offer, business, or services.

By the end, you’ll know exactly how to stop spinning in circles and start fixing the foundation so your words actually work.

Let’s dig in.

The real cost of unclear words

When your words aren’t clear, the friction shows up everywhere:

• Confused customers → They don’t understand why your product or service matters.

• Longer sales cycles → Prospects keep hovering with the same questions.

• Missed opportunities → Investors, partners, or press move on because they don’t get it.

• Stalled growth → Even strong offers underperform because the message never connects.

Every unclear sentence points to an unclear decision. Until those decisions get made, the words will keep showing the gap.

The 4 cracks that show up inside

Look inside the business, and the same lack of clarity shows up as:

• Shifting priorities → The “main focus” changes depending on who you ask.

• Audience confusion → You try to speak to everyone and end up resonating with no one.

• Vague value → The pitch sounds polished but could describe any competitor.

• Decision gridlock → Conversations drag on because no one makes the call.

These are alignment problems, not word problems.
 

A 3-step reset for clarity

When the words feel stuck, don’t keep spinning with editing. Step back and reset:

1. Clarify the goal → What outcome does this message need to drive? Awareness? Leads? Retention? Those are all very different goals.

2. Prioritize the audience → Who’s the one group this has to land with first? Choose one and write it down. (Not two. Not three.)

3. Align on the core idea → What’s the single belief you want that audience to walk away with?

🎯 Your challenge this week:

Pick one piece of messaging that isn’t working for you... maybe a pitch, a deck, a landing page. Run it through these three steps and see where the gaps really are. 
 

Takeaway

Clear words are the byproduct of clear decisions.

So if you or your team is spinning and can't nail down the right words... stop the madness. Call the question. Make the decision. Create the alignment.

That’s what unlocks words that actually move people to action.

I'm always rooting for you. See you next week.

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If you liked this article, you might also like:

GNT #028: Build a world-class marketing strategy in 5 minutes
GNT #105: 3 Unexpected Choices to Build a Winning Business
GNT #112: Immediacy vs. Power

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