As a young tech startup, Anchor AI had great ideas and a new product, but lacked differentiation in the marketplace and a cohesive brand story. They chose to use a product-led growth model for their meeting management product but struggled to articulate its features and benefits. The trio of founders were handling every aspect of the product, from ideation and development to marketing and sales, and they were fiercely protective of the messaging they envisioned. Their website was vague and devoid of truly useful information. Potential customers couldn’t understand the product, why it was needed, or how it could benefit them.