What Your Messaging is Missing: How to Close the Meaning Gap (with Diane Wiredu, Founder of Lion Words)

#300 Drive | This episode is from Drive 2025, our 2-day in-person event for B2B marketers in Burlington, VT. It features Diane Wiredu, Founder of Lion Words and expert in B2B messaging and positioning. She shared a killer talk on “What Your Messaging Is Missing,” breaking down why most B2B copy sounds the same and how to close the meaning gap by focusing on clarity, balance, and buyer context.Head over to exitfive.com/drive to join the waitlist for Drive 2026 and be the first to know when tickets go on sale.Timestamps(00:00) - – Intro from Dave (00:45) - – What “message-market fit” actually means (03:15) - – Why most B2B messaging misses (07:20) - – The “meaning gap” and why it happens (12:05) - – Balancing clarity, emotion, and differentiation (17:30) - – How to simplify complex products (22:40) - – Examples of messaging that actually resonates (28:10) - – How to pressure-test your messaging (34:25) - – Aligning teams around a clear message (40:10) - – Turning insights into copy that converts (45:20) - – Q&A: internal buy-in, testing, next steps Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more