PMMs, use these 4 lenses to audit your customer-facing assets. These analysis lenses are invisible. But structural. But they show you where your teams: 

• Jump ahead
• Bury the core ideas
• Cram too much meaning
• Skip the logic

You can apply these lenses to anything. Success stories. Product pages. Demo scripts. Product tours. Because every asset your team creates asks the same question …

Is what I’m trying to say arriving intact or mutating on the way?

Here’s what to look at to answer the question.

1. Sequence

Idea sequence is what holds message coherence. Break the order, and no amount of clarity can fix confusion.

Check for messaging that: 

• jumps to value before setting the problem
• names the outcome before introducing the capability
• leads with claims without showing how things work

2. Sentence hierarchy

People assign importance based on position. Say it early and it feels central. Tuck it inside a clause, and it gets ignored.

Check for messaging that:‍

• frames the strongest claim as a side note
• buries a key idea in the middle of a long sentence
• leads with context and drops the insight too late

3. Meaning density

How much meaning do you pack per sentence? Language has carrying capacity. Exceed it and the sentence breaks under its own weight.

That’s when:

→ Interpretation slows down

→ Misunderstanding increases

→ Concepts & ideas blur together

Check for messaging that: 

• crams two or more ideas into the same sentence
• blends product logic, outcomes, and benefits into one space

4. Fractured logic

Messaging may skip steps or ideas. Key parts of the reasoning disappear. And people are left to connect the dots. It’s the messaging version of “do the math yourself.”

Check for messaging that:

• makes a claim without showing what supports it
• skips a step and expects people to guess the missing link

This is how you can audit your company’s messaging.

And you don’t need to fix everything. Just choose one asset …

• a product tour flow
• a product page
• a sales deck
• a demo

And run it through the 4 lenses without overthinking it. You don’t have to analyze everything. Just scan for …

• what’s introduced too early or too late
• where a detail gets more space than the main point
• where a sentence packs too much meaning
• where logic skips a step or two

That’s how you read messaging logic in motion. Once you see it, you won’t be able to look away.

Check out this quick messaging diagnostic tool for PMMs.