Take the RIBS test
Relevant. Who is your audience, and is your company solving a problem that they care about? What matters to them about that problem? Why does your solution deserve attention? “It’s hard to get attention and it’s hard to be relevant,” says Marooney. “Fight for greater relevance. Make it a priority in your positioning.”Caryn Marooney, Head of Technology Communications for Facebook
Inevitable. You want people to feel that whatever you’re developing is inevitable. This is like having a gust of wind at your company’s back. “If you can convince the reporter at lunch that whatever you’re doing makes intrinsic sense and that they can see it realistically happening, your journey to relevance will be that much shorter. That’s what gives you momentum.” If it doesn’t seem like whatever trend or movement you’re a part of will eventually come to pass, you’ll be fighting against the wind.
Believable. You can be relevant, and your product may even seem inevitable, but you still may not be believed. You have to convince people that your company is the one that can make it happen — that you’ll be the ones to carry the ball over the line. Being believable isn't just convincing people you can win, it's convincing them that they want you to win.
Simple. People are torn in so many directions these days — they’re on Facebook, checking email, trying to balance work and friends and family. Somehow you have to break through, and the way to do this is to keep things simple.