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Our practice focuses on positioning and message strategy development for business-to-business (B2B) software and technology companies. Messages that Matter was founded in 2001 by Lawson Abinanti and Barry Briggs. Barry retired several years after the company was founded. We have been in business long enough that many software companies we’ve helped no longer exist such as Applix, Crystal Decisions, Epic Data, FRx Software, Navision, and Timeline.
More than 1,000 B2B marketers around the world have learned Messages that Matter’s business process for positioning. Barry developed the process at Microsoft in the mid-80s and left the company to do positioning and message strategy consulting. Lawson engaged Barry at Timeline, Applix, and Navision in Denmark. Lawson and Barry fine-tuned the process while positioning more than 15 products at Navision.
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