LoneScale came to Fletch with a product — but the positioning and messaging that didn’t quite land. The problem they solved was real, but not clearly “owned” by any one role, making it hard for buyers to see themselves in the story. The messaging highlighted features that weren’t relevant to the people who actually felt the pain, while the capabilities that were relevant were hidden or underplayed. We helped LoneScale refocus around a clear use case, a clear owner, and make it instantly obvious what the product does.
Messaging addressed a problem with no clear owner
Focused on high-level benefits, not concrete use cases
Unclear who the product was for or what it actually did
Before
Clear focus on a use case someone owns and is actively trying to solve
Simple, direct explanation of what the product does and how it works
Messaging built around the part of the product that resonates most with real buyers
After
Messaging addressed a problem with no clear owner
Focused on high-level benefits, not concrete use cases
Unclear who the product was for or what it actually did
Before
Clear focus on a use case someone owns and is actively trying to solve
Simple, direct explanation of what the product does and how it works
Messaging built around the part of the product that resonates most with real buyers
After
