This document discusses conflicts that have arisen in TerraCog's Project Aerial. Project Aerial aims to launch a new GPS product with satellite imagery to compete with a similar product from another company. However, the sales, production, and design teams disagree on key aspects of the project like price point and specifications. As executive VP, Emma Richardson must resolve the conflicts between teams and determine a path forward for the project, such as launching at the competition's price despite losing money initially, delaying the project to lower costs, or potentially abandoning it. The document analyzes sources of the conflict, including rushed timelines, lack of clear goals and communication, and individuals prioritizing their own interests over the company's.
The document provides guidance on developing key messaging for communications, including:
1. Defining a concise mission/proposition and vision in less than 10 words.
2. Crafting a clear, jargon-free core message that directly addresses the needs fulfilled by the product or service.
3. Identifying from the client/consumer's perspective what they are looking for in a partner and how the product/service addresses their needs in 1-3 points.