It’s that through that team, through that group of incredibly talented people bumping up against each other, having arguments, having fights sometimes, making some noise, and working together they polish each other and they polish their ideas, and what comes out are these really beautiful stones

– Steve Jobs

It may sound surprising, yet it is completely natural for cofounders to view their startup in a different light based on their own experiences, pain points, and the utility they perceive their value provides.

But this gives us amazing gems to help fine-tune the message and copy. It is an important part of the process, which is why different stakeholders must take part and why it’s crucial for each to fill out the brief on their own.

We end up getting different answers to the same questions, which help us find common denominators, avoid too many features, benefits, and inappropriate promises, as well as give them talking points to hone down their value proposition and help them focus better.

No, they aren’t all smiling and having a good time, and usually, this process is a pain, but it is also crucial and essential in getting to the point. It helps us figure out their motivation, the offering, and drives us to dig deeper to find new directions and thoughts and even get some more ideas since great copy can end up coming from anyone and anywhere.

If you embrace this painful process, walk through it, and dig further, you will realize the friction actually polishes those rough edges and makes those stones absolutely beautiful.

The end result: you’re making it easy for your ideal audience to understand WTF your startup actually does.