The alan. propriatory framework for B2B messaging that wins every argument

We’ve just released something we’ve been building and refining for years. It’s called Kill Them With Logic, and it’s our proprietary framework for B2B messaging that wins every argument. It’s a practical, evidence-based system for building messaging that’s clear, credible and audience-led.

Why we built it

Across industries and markets, we see the same problem repeating itself. Marketers know how important it is to communicate clearly, consistently and persuasively. But most messaging never even makes it out the door.

It gets lost in meetings – bent out of shape by strong opinions and competing priorities until the logic evaporates.
And the messages that do get signed off? Too often, they’re written for the company, not the audience.

They make sense internally, but they don’t land externally.

This confusion happens because messaging is still treated as copy – a creative task to 'translate the USPs' or 'make it sound on-brand'.

But messaging isn’t copy.

It’s strategy with a voice.

When messaging is approached as a writing exercise, it inevitably becomes inward-facing – shaped by organisational bias rather than audience truth. And that’s why so many B2B brands sound the same.

Why messaging is strategic

Messaging is not a creative task. It’s a critical strategic initiative – one that determines how a brand cuts through the noise and earns relevance.”

The essence of great messaging lies in reconciling what the brand stands for with what the market needs and what the audience actually cares about.
Through this lens, messaging becomes the bridge between internal priorities and external resonance – the point where strategy becomes tangible.

But to reach that point, marketers need more than creative instinct.
They need logic — a clear, objective structure to cut through opinion and find clarity.

What’s inside the framework

Kill Them With Logic was designed to make that logic accessible.

Inside, you’ll find:

• The 3D audience profiling model – to move beyond surface-level pain points and understand what really drives behaviour.
• The Audience–Competitor–Brand Lens – to identify the whitespace your brand can credibly own.
• The Opportunity-to-Own matrix – to turn discovery into strategic direction.
• The alan. Messaging Framework – to translate all of it into clear, scalable messaging.

It’s based on the system we use with clients to help them move from internal alignment to external resonance and from opinion to evidence.

It gives marketers the tools, structure and language to lead messaging with confidence, not compromise. To build messages that earn belief – in the market and in the boardroom.

Why logic matters

Every marketer knows the feeling: the push from product to focus on features, the pull from sales to counter competitors, the pressure from leadership to justify spend.
Under that pressure, clarity is often the first thing to go.

This framework helps you protect it. It gives you a framework to defend your message – and a process to rebuild it from the outside in. Because the messaging that wins isn’t the loudest. It’s the one that stands up.

Ready to rebuild your messaging?

This isn’t a quick read – it’s a working tool. It’s designed to help you rethink how your organisation approaches messaging, from strategy to execution.
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Download Kill Them With Logic – The alan. Messaging Framework

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