The document discusses content strategy and message architecture. It defines message architecture as a hierarchy of communication goals that reflects a common vocabulary. It emphasizes establishing message architecture before undertaking content-related projects to ensure the most important messages are communicated. Cardsorting is presented as a hands-on technique to engage stakeholders and establish a shared understanding of priorities to form the basis of an effective message architecture.
43. How could we prove this is a car not
like anything else out there? It’s a small
car, but it’s premium. You get a Porsche
911 ride for a fifth of the cost. It’s got
history… but in Europe.
You need to give people content to give
them history.”