Have you ever had to shift positioning dramatically after your initial launch? We have a client who wants a completely different thing for their product, and it's been tricky, to say the least. I’m curious how you navigated communicating that change internally and externally without confusing your audience.

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I can remember some instances where clients got indecisive and shaky and suddenly wanted to change things. In that situation the smart move is to explain why that's a bad idea. If that's what you're talking about, the wrong approach is to try to indulge the indecisiveness. Ultimately its their decision, but they're paying you to make wise choices.

internally, our main plan was documenting the “why” behind the shift. That really helped align the team too. And externally, we phased messaging so the audience didn’t get confused by an abrupt change.

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