🔥 How to run a messaging sprint with your team
(even if they are as creative as a box of rocks)
(And not waste people's time)
If you've ever tried to write brand messaging with a group, this is what happens:
10% of people are on their laptops
Feedback based on personal preferences
One person dominating the room (usually me, sorry)
Endless wordsmithing
I'm going to teach you how to run a messaging sprint that’s focused, fast, and actually fun with prompts, formats, and facilitation tips that I like. You'll look so organized, on top of your game, and actually make progress on your brand.
Step 1: Set the structure before you gather the room
A messaging sprint should take place over 1–2 sessions max.
Here's a format that works well:
Session 1 (90 mins): Get aligned on the inputs
Session 2 (90 mins): Review, react, and refine the outputs
Prep checklist:
✅ Invite a max of 4–6 people
✅ Send pre-work: current messaging, target customer snapshot, competitive audit
✅ Appoint a facilitator (not the CEO, come on)
Step 2: Align on a goal
Start with a clear outcome and it has to be real. (I like the SMART framework)
“We’re not here to make our tagline more punchy. We’re here to align on what we stand for, who we serve, and how we say it.”
Your sprint should aim to refine (or create if you don't have one!):
Positioning statement
Core customer promise
Key proof points
Brand voice & tone guardrails
Step 3: Use prompts to kick off the sprint
Ask every participant to jot down answers before open discussion. It levels the playing field and brings out quiet voices.
My favorite prompts:
What’s the real problem our customer is facing?
What happens if they don’t solve it?
What’s the promise we’re making to them?
What’s something we can do that competitors can't?
What should people feel when they hear from us?
Describe us in 3 adjectives (without industry jargon)
Step 4: Draft a core message framework as a team
Now that the raw thoughts are out, start shaping:
Use this structure:
Target audience: [Who we’re for]
Problem: [The pain they feel]
Promise: [What we deliver that matters most]
Proof: [What makes it credible]
Voice: [How we sound when we show up]
Have each person draft a rough version individually, then vote on what’s strongest.
Step 5: Kill your darlings (with structure)
Everyone wants their words to be the words. The goal here is to make choices, not compromises.
Facilitator’s job:
Surface duplicate or overlapping phrases
Push back on jargon (this includes "rockstars" in my book)
Ask: “Would our customer say it like this?”
Reframe: “Is this a feature or a benefit?”
Step 6: Get to a v1 that’s good enough to test
The sprint output should NOT be a polished manifesto. It should be a testable prototype.
Wrap the sprint with:
A v1 of the message framework
A short-term plan to test it (landing page, ad, sales call script)
A follow-up session in 2–3 weeks to reflect and refine
Bonus tip: Rotate the facilitator
You’ll get way more buy-in if the process doesn’t feel top-down and different people get a turn to lead. We don't want this to be a Lord of the Flies situation. Have marketing lead the first sprint, then rotate to a sales or product lead in future rounds.
TL;DR — The messaging sprint cheat sheet
Prep with clear goals and guardrails
Use customer-first prompts
Draft the core framework as a group
Edit like a customer, not a committee
Leave with a testable version, not perfection
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