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When positioning drifts away from the product or the market, it's death by a thousand cuts.
Most messaging drift isn't dramatic. The product just kept going gangbusters and no-one had time to update the story.
The homepage was written two product cycles ago. It's technically accurate, it's just not true anymore. And prospects can tell, even if they can't say why.
New feature. New capability. New market. But the message is three launches ago so nothing quite lands the way it should.
Marketing says one thing. Product says another. Sales has started just making stuff up. Nobody's wrong exactly, but the inconsistency is costing you credibility at exactly the worst moment.
What got you here was right at the time. But the ICP has grown up, the product has evolved and the story hasn't caught up. You're winning deals in spite of the messaging, not because of it.
8 questions. 90 seconds. Find out if your story is drifting and what to do about it.
Want to learn more about the thinking behind Messaging Drift? Head here to read up on the methodology and what your score could mean for your business.
Senior thinking first, clear writing after.
A structured rethink of what you do, who it's for and why it matters now. Not a rebrand or a tagline exercise. A clear, considered answer to the question buyers are really asking.
One source of truth for what you say and how you say it, for all your channels. Role-specific enough to be useful to everyone (and used by everyone).
The words that carry the new story into the world. Homepage, product pages, key campaign copy. Written with search and AI visibility in mind, not just conversion.
If the story's fallen behind, here's how we help it catch up.
A structured process to define what you do, who it's for and why it matters, aligned across every team.
Clear, intent-led copy that reflects the product you have now, not the one you launched three years ago.
One framework. Every team. No more "it depends who you ask".
Copy shaped from the positioning up, so launches land the way they should.
Getting clear on who you're really talking to and what they need to hear. Before writing a word.
Restructuring existing pages so they perform in both traditional search and AI-driven environments.
I've spent a decade writing for organisations where the product was constantly evolving and the story had to keep up. Meta. Google Cloud. HR tech, AI infrastructure, compliance platforms. Spaces where outdated positioning gets found out fast.
I know what messaging drift looks like from the inside. The homepage that nobody's touched in two years. The launch that didn't land. The positioning doc everyone's working from but nobody quite believes. My job is to fix that.
More about me →
Send me a homepage, a campaign page or a piece of positioning copy. I'll share some honest notes on where the story's holding (and where it isn't).
No pitch, no obligation. You decide if the notes are useful.
If your story's not holding anymore, let's fix it.
It's what happens when your product moves faster than the story you tell about it. If you want the full definition, how it's measured and what a given score means, the Messaging Drift Score covers all of it. This page is about what to do once you've spotted it.
The fastest way is to take the free diagnostic tool on this page — 8 questions, 90 seconds, gives you a scored result with specific signals to look out for. More generally: if your homepage feels slightly off but you can't say exactly why, if a recent launch didn't land the way it should have, or if marketing and sales are describing your product differently, you almost certainly have some degree of drift.
Because product development moves faster than positioning work. Teams are focused on shipping — features, launches, campaigns — and nobody has the bandwidth to stop and ask whether the story still reflects what the company actually does. It's not negligence. It's just how fast things move at a scaling company.
A rebrand changes the visual identity — the logo, colours, name. A positioning reset clarifies the story — what you do, who it's for and why it matters now. Most companies that think they need a rebrand actually need a positioning reset. The visual stuff comes after the thinking, not before it.
A messaging framework is a single source of truth for what your company says and how it says it, across website, sales, campaigns and product. It means marketing, sales and leadership are all working from the same story. Without one, each team develops their own version, and the inconsistency costs you credibility at the moments it matters most.
When your website describes what you used to do, it's targeting the wrong search intent. AI systems like ChatGPT and Perplexity surface pages that clearly and specifically answer what buyers are searching for now. Pages built around outdated positioning get overlooked by search engines and by the buyers using them to build shortlists.
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