The concept pyramid is an exercise we’ve used to help get client’s employees on the same page. But, unlike the “good word-bad word” list exercise, which ferrets out default language your staff is using, the concept pyramid exercise helps set message priorities. It organizes everyone’s thoughts and ideas about who you are, what you deliver, and why.
It is important to note that the concept pyramid is meant to simply get ideas down on paper. It will not be the official language you use.
Similar to the “good word-bad word” list exercise, it starts with getting your key people around a conference room table (or take them somewhere where they can relax and be forthcoming). Now answer the following questions:
- Who are you?
- What do you do?
- How do you do it?
- Why do you do this?
- Why would anyone care?
- What else do you do that people would care about?
If you can’t answer these questions, you aren’t ready for messaging – yet. Get on the same page, conceptually, and then seek that scintillating copy to express it.