What if everyone in your company always communicated your strongest market position?

“Michel facilitated a week-long deep dive on our competitive positioning. It was the best work that I have experienced – at this or any other company.”

~ Reid Leland Owner/President, LeanWerks

Do This First!

Core messaging is the simplest articulation of the fundamental principles that connect how you do what you do with what your audience truly cares about. Core messaging is the key to getting buy-in — for your product, service, or idea. If you’re responsible for driving action, you need a core message.

Your core messaging is the foundation for all subsequent communication and business strategies. It ensures that every message across various channels and platforms is aligned with your central value proposition and resonates with your target audience.

Do this before mission & vision…

because it identifies the core problem you solve – and that is what drives your mission and vision. Businesses that create missions and visions before Core Message usually end up with generic platitudes. (You don’t want that, do you?)

Do this before positioning statements…

because it identifies your deep, differentiating value, which can then be externally expressed. Core messaging informs your value prop.

Do this before category design…

because you can’t define a unique category without first defining the unique problem you solve, and how it aligns with the customers for whom the symptoms of that problem are painful enough to want to do something about it. Core messaging digs down to the root cause. 

Do this before branding…

because it ensures that all branding and marketing align with your principles and resonate with your audience. Core messaging is the foundation of your identity.

Do this before storytelling…

because it shines a light on the point of your story. It helps you choose examples and anecdotes that best illustrate your competitive advantage and the ones that resonate with your audiences.

Do this before sales strategy… heck, also do it before BizDev and product development strategy…

because it ensures that everyone in the company is speaking with one voice, with the same passion and commitment to what makes your company great.

Core Messaging is the result of the collaborative brain power of 5 messaging experts. Brian Miller, Tamsen Webster, Sheperd Simmons, Francisco Mahfuz, and me, Michel Neray.


Feel free to visit the Core Messaging website and work with the Core Messaging expert whose approach resonates best with you.

Two Core Questions

At the core of every successful organization, big or small, in any industry and in any geographical area, is the ability to answer two essential questions:

What is our unique position in our market?

What is our sustainable competitive advantage?

Traditional branding and marketing approaches just scratch the surface, resulting in only minor variations of the expected and usual positioning statements or value propositions.

Michel Neray developed the Essential Message D.I.G. Methodology to help clients dig deeper – to discover their true differentiation, core strengths and strongest brand position.

The D.I.G. Methodology

image of Essential Message D.I.G. Methodology | Michel Neray

At each stage of the process, the D.I.G. Methodology is driven by counter-intuitive processes and exercises designed to achieve a deeper level of understanding, and genuinely fresh insights.

At each stage of the process, the D.I.G. Methodology is driven by counter-intuitive processes and exercises designed to achieve a deeper level of understanding and genuinely fresh insights.

Beyond better marketing, beyond stronger branding, and beyond higher sales, the feedback we get is it gives our clients the confidence, momentum, and resilience that can only come from being absolutely clear about their strengths and unique difference both as a company – and as individuals.

Private One-on-One Coaching and Consulting

Michel Neray

Every business is unique. Every leader is unique. Every speaker is unique. Some improve by bringing out more heart. Others improve by bringing out more head. And still others improve by bringing out more funny bone. You get exactly what you need to be a great communicator in a unique program that helps you go from already great to truly awesome. 

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The coaching session was fantastic!

DEBBIE CLARK - Adoptive Parents of Children with Mental Illness Community & Podcast

The messaging that Michel developed with our team provided clear differentiation and a distinct value proposition for our company. It also provided a key focus for our sales and marketing efforts, which helped us grow our business by 60% per year and become the #1 vendor in our space.

RAM METSER - CEO, Guardium, an IBM Company

LeanWerks recently completed a week-long deep dive on our essential qualities, cultural foundation, and competitive positioning facilitated by Michel Neray. It was the best work on this front that I have experienced – at this company and at any other company I have been in. More than an exercise in branding and positioning, I now see how powerful the Essential Message concept is for our people and how it impacts our culture – that was unexpected.

REID LELAND - Owner/President, LeanWerks

The messaging that Michel worked on with us not only helped us establish our brand differentiation and leadership position with customers, strategic partners and analysts, it helped keep us focused internally on our core strategy. And it was absolutely a factor in our growth and success.

OMER SCHNEIDER - Co-founder and CEO, CyberX (acquired by MSFT)

Michel’s coaching helped me clarify my key insights, balance the story with just the right amount of detail, and elevate it from a basic 'talk' to a powerful performance.

SOPHIE DESLAURIERS - Sales Leader / Management, Sales Team Training, Facilitation & Coaching

Your story coaching helped me create a story that got people to listen. Really listen.

JANICE FRANCISCO - MSc Creativity & Change Leadership

So months after applying for jobs, I finally landed a job doing what I love with a cool team. Part of how I sold myself as the person for the job was by telling them my story (thank you, Michel!)

HESSAH ALJIRAN - Product Designer

The talk you helped me put together was a resounding success. They loved the egg story. I can’t even imagine how we’re going to follow this up next year. Thank you.

SID ZUCKER - Advisory Board Member, Clifton Blake

Michel, your Storytelling coaching helped me land a great client, which gave me a 30x, or 3,000% return on my investment!! Now I am conscious of storytelling as I never was before. Thank you!

ALICE WHEATON - Extreme Sales Results

I was immediately impressed by Michel's quick grasp of the potential impact of my message and his keen insight into how I could have my message resonate more deeply with my audience.

ADRIAN DAVIS - Value Selling Expert, Professional Speaker, Author, and Strategic Consultant

Stay In The Loop

Plus, get a FREE e-book to help you find the true meaning of your story and make it ‘proverb-ready’. Super helpful for speakers, presenters, writers, songwriters, and influencers of all kinds.

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