XY Learn · Value Scale
Market Communications
Say one thing, everywhere, until the market repeats it back.
Δ Brand
Duration
2 days
Hours
8 hours (4 hours/day)
Delivery
Online, live cohort or private team
Who it's for
Founders, marketing and comms leads
The hook
If your customer cannot repeat what you do after one conversation, you do not have a communications problem — you have a clarity problem.
Intent · Build a messaging house and narrative system that holds across website, sales, PR, product and investor conversations.
Take this if
Six signals you are leaking this value
01
Three people describe the company three ways
02
The homepage explains features, not stakes
03
PR gets no pickup
04
Sales decks and website contradict each other
05
Category is undefined or borrowed
06
Founder narrative changes every pitch
About the course
Communications is architecture: a category frame, a point of view, a messaging house, and proof assets that ladder up to it.
We write the narrative from the customer's stakes, not the product's capabilities, then cascade it into every surface with consistency rules.
2026 additions: narrative for AI-summarised discovery, founder-led media and short-form, community credibility, and crisis/trust communications for AI-enabled products.
Tools you will use
- Messaging house
- Narrative canvas
- 5-second test protocol
- Proof asset tracker
Prerequisite
Willingness to cut 80% of what you currently say.
Curriculum
What we cover, hour by hour
01 · Narrative core
- Category framing and point of view
- Stakes-first narrative construction
- Messaging house: one claim, three pillars, proof
- Naming and terminology discipline
02 · Cascade
- Website, sales deck and product copy alignment
- Analyst, media and investor variants
- Founder-led media and short-form
- Consistency rules and a message QA loop
03 · Proof and trust
- Case study and proof asset systems
- Earned media and community credibility
- Trust communications for AI products
- Measuring message recall and share of voice
Key takeaways
- A messaging house and narrative doc
- Rewritten core surfaces
- A proof asset plan
- Recall and consistency measurement
You leave with
- Narrative document
- Messaging house
- Rewritten homepage and deck copy
- Comms calendar
Measured value
The numbers this course is meant to move
| Metric | Target |
|---|---|
| Message recall | > 70% in customer interviews |
| Homepage clarity test | 5-second test passed by 8/10 |
| Share of voice | Rising in the named category |
Run this with your team
Cohort seats or a private team session — 8 hours (4 hours/day), delivered online and applied to your own venture.
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