• 4 min read

🔥 How to run a messaging sprint with your team

(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
âś… Send pre-work: current messaging, target customer snapshot, competitive audit
âś… 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:

  1. What’s the real problem our customer is facing?
  2. What happens if they don’t solve it?
  3. What’s the promise we’re making to them?
  4. What’s something we can do that competitors can't?
  5. What should people feel when they hear from us?
  6. 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 farlings (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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