It’s always been a challenge. But in today’s digital world, it’s an epidemic. Companies spend a lot of time and money putting their message in what they hope is the right spot at the right time. But many spend very little on the message itself. Does it sell? Does it sell a benefit? A unique benefit? Does it make an emotional connection. Does it build the brand? Is it clear? Is it engaging? Where and when matter, but without the “what,” they’re wasted.