It’s aimed at the market.
It’s directed towards your customers in the context of their alternatives (what they consider instead of your services/products).
- It’s not storytelling.
- It’s not messaging.
- It’s not something / the opposite / a complement to selling.
- It’s not done to a product.
- It’s definitely not “internal”, as in “internal customers”.
It’s how your customers can change (with your help).
And when you start “marketing” with your brand/products/services/me-me-me, your customer is the last thing you think of.
Start the other way. Your customers first.
That way you won’t need product-market “fit”.
because you’ll stand out.