This playbook outlines the primary messages we focus on when we talk about iSPIRT, both in general and when we’re speaking to a specific audience. It contains the language and phrasing we use to share these messages. You can clip text directly from this playbook, but you don’t have to use the exact words. The messaging is a springboard to help you get started – the ideas behind the headlines and web copy you’ll create for various uses. When writing copy, you’ll convey the same ideas, but will tailor the exact words and tone to each audience and situation. In addition to the messaging, you’ll want to weave in proof points - case studies, data, and testimonials that help to underscore the validity of the message. This playbook will help us stay consistent and on-message so that people will begin to recognize us, trust us, and share our story with others.

1. iSPIRT
Messaging
Playbook
April
2015

2. The
issue
is:
how
do
you
engage
the
audience?
And
one
of
the
things
I
talk
to
our
communicators
about
is:
The
outline
is
great;
the
stories
are
great.
But
how
do
you
engage
them?
How
do
you
make
it
feel
like
we
are
on
a
journey,
not
you
are
just
up
there
giving
me
informaGon.
Andy
Stanley
The
best
entrepreneurs
I've
ever
met
are
all
good
communicators.
It's
perhaps
one
of
the
very
few
unifying
factors.
Tim
Ferriss
2
2nd
April
2015

3. Messaging
Playbook
This
playbook
outlines
the
primary
messages
we
focus
on
when
we
talk
about
iSPIRT,
both
in
general
and
when
we’re
speaking
to
a
specific
audience.
It
contains
the
language
and
phrasing
we
use
to
share
these
messages.
You
can
clip
text
directly
from
this
playbook,
but
you
don’t
have
to
use
the
exact
words.
The
messaging
is
a
springboard
to
help
you
get
started
–
the
ideas
behind
the
headlines
and
web
copy
you’ll
create
for
various
uses.
When
wriGng
copy,
you’ll
convey
the
same
ideas,
but
will
tailor
the
exact
words
and
tone
to
each
audience
and
situaGon.
In
addiGon
to
the
messaging,
you’ll
want
to
weave
in
proof
points
-­‐
case
studies,
data,
and
tesGmonials
that
help
to
underscore
the
validity
of
the
message.
This
playbook
will
help
us
stay
consistent
and
on-­‐message
so
that
people
will
begin
to
recognize
us,
trust
us,
and
share
our
story
with
others.
3
2nd
April
2015

4. Why
We
Exist
Our
Vision
We
envision
a
future
where
India
would
be
a
global
hub
for
new
generaGon
soUware
products,
a
Product
NaGon.
And
our
SoUware
Product
Industry
will
create
a
mulGplier
impact
on
the
economy
in
terms
of
growth,
employment,
social
transformaGon,
consumpGon
and
investment.
Our
Mission
To
strengthen
the
soUware
products
culture
and
ecosystem
by
improving
playbooks,
craUing
beXer
polices
and
creaGng
market
catalysts.
4
2nd
April
2015

5. Our
Primary
Audience:
Product
Entrepreneurs
What
they
need
and
how
we
meet
their
needs:
#1
They
need
to
know
that
they
are
not
alone.
We
convene
product
entrepreneurs
into
a
trusted
community
where
they
can
have
crucial
conversaGons
about
their
issues
and
playbooks.
We
organize
small,
inGmate
and
intense
experienGal
learning
sessions
like
Playbook
Roundtables
and
#PNCamp
that
deliver
transformaGve
value.
#2
They
need
role
models
-­‐
peers,
mentors,
and
other
product
entrepreneurs
who
have
built
or
are
building
great
companies.
We
recognize
the
achievements
of
product
entrepreneurs
whose
stories
we
hope
will
inspire
#3
They
need
market
catalysts
to
grow
their
business
.
We
provide
deep
connecGons
to
Global
CIOs,
SMB
Buyers
and
Corporate
Development
groups.
5
2nd
April
2015

6. Who
We
Are
140
CHARACTERS
iSPIRT
connects
and
guides
soUware
product
entrepreneurs
and
catalyzes
business
growth.
It’s
an
enabler
of
a
stronger
ecosystem.
250
CHARACTERS
iSPIRT
FoundaGon
connects
and
guides
soUware
product
entrepreneurs
and
catalyzes
business
growth.
It’s
an
enabler
of
a
stronger
ecosystem.
We
are
a
not-­‐for-­‐profit
industry
think-­‐tank
founded
by
key
parGcipants
of
the
Indian
soUware
product
industry.
500
CHARACTERS
iSPIRT
FoundaGon
connects
and
guides
soUware
product
entrepreneurs
and
catalyzes
business
growth.
It’s
an
enabler
of
a
stronger
ecosystem.
We
encourage
buyers
to
improve
performance
by
leveraging
soUware
products
effecGvely.
We
advise
policy
makers
on
intervenGons
that
can
set
the
industry
on
a
higher
growth
trajectory.
We
are
a
not-­‐for-­‐profit
industry
think-­‐tank
founded
by
key
parGcipants
and
proponents
of
the
Indian
soUware
product
industry.
6
2nd
April
2015

7. Our
Offerings
These
are
the
three
areas
we
focus
on
in
our
messaging,
though
we
use
different
words
when
we
talk
to
people
about
them.
7
2nd
April
2015

8. “We”
to
“You”
The
“we”
point
of
view
There
are
Gmes
when
we
talk
about
ourselves,
using
our
own
point
of
view
to
discuss
who
we
are
and
what
we
do.
For
instance:
(We
provide)
is
implied
in
front
of
a
value
prop
like
“Market
Catalysts”.
That
POV
works
for
our
bios,
About
Us
secGons
of
our
website,
and
other
places.
The
“you”
point
of
view
Using
the
“we”
POV
too
much
is
like
the
bore
at
a
party
who
makes
everything
about
himself.
Whenever
possible,
we
want
to
shiU
from
“we”
to
“you.”
ShiUing
to
“you”
requires
that
we
know
what
the
audience
needs,
and
how
we
can
help.
When
we
know
what
they
need,
we
can
craU
language
that
speaks
from
their
perspecGve.
For
instance:
(You
can)
is
implied
in
front
of
a
value
prop
like
“Find
your
tribe.”
8
2nd
April
2015

9. Messaging
Pillars
in
“We”
terms
Playbooks
Nurture
We
connect
product
entrepreneurs
with
each
and
advance
the
effecGveness
of
their
playbooks
Market
Catalysts
Amplify
We
enrich
the
ecosystem
that
enables
business
success
by
providing
deep
connecGons
to
buyers
Policy
Advocate
We
provide
perspecGve
and
unbiased
industry
data
to
policy
makers
to
improve
the
improve
growth
trajectory
9
2nd
April
2015

10. Messaging
Pillars
in
“You”
terms
Playbooks
Find
Your
Tribe
You
are
not
alone.
iSPIRT
brings
product
entrepreneurs
together
in
person
and
online
to
improve
your
playbooks
Market
Catalysts
Get
market
help
Grow
your
business.
iSPIRT
offers
deep
connecGons
to
Global
CIOs,
SMB
Buyers
and
Corp
Dev
Groups
Policy
Map
the
future
Explore
full
potenGal
of
India.
iSPIRT
provides
insights
and
perspecGve
to
craU
the
best
economic
environment
10
2nd
April
2015

11. Messaging
Example
Playbooks
Find
Your
Tribe
You
are
not
alone.
iSPIRT
brings
product
entrepreneurs
together
in
person
and
online
to
improve
your
playbooks
-­‐
Become
part
of
Product
NaGon
online
community
-­‐
AXend
Playbook
Roundtable
and
#PNCamp
Market
Catalysts
Get
market
help
Grow
your
business.
iSPIRT
offers
deep
connecGons
to
Global
CIOs,
SMB
Buyers
and
Corp
Dev
Groups
-­‐
Apply
to
become
part
of
M&A
Connect
or
InTech50
-­‐
Engage
with
SAI
and
parGcipate
in
CeBIT
Policy
Map
the
future
Explore
full
potenGal
of
India.
iSPIRT
provides
insights
and
perspecGve
to
craU
the
best
economic
environment
-­‐
Leverage
our
Product
Industry
Monitor
reports
-­‐
Act
on
strategic
and
operaGonal
recommendaGons
11
2nd
April
2015

12. Guidelines
–
Voice
and
Tone
A
consistent
voice
helps
people
connect
with
us.
Our
voice
is
how
we
sound
whenever
we
communicate.
It
gives
our
audiences
a
recognizable
way
to
idenGfy
us.
We
arrive
at
our
voice
by
first
understanding
our
brand
personality.
We
ask
ourselves:
what
if
our
brand
was
a
person?
From
that
set
of
personality
traits,
we
arrive
at
a
list
of
words
that
describe
what
we
sound
like.
Our
voice
isn’t
a
set
of
constraints,
but
rather
a
guide
to
help
us
stay
consistent.
We
can
make
adjustments
as
necessary
to
fit
the
mode
and
style
of
different
communicaGons
pieces.
If
voice
is
our
personality,
tone
is
our
aOtude.
Tone
adds
context
to
what
we
are
saying.
While
our
voice
doesn’t
change,
our
tone
does
shiU
depending
on
circumstances.
For
instance,
the
tone
we
use
in
a
welcome
leXer
will
be
different
than
the
tone
we
use
in
a
privacy
or
TOS
statement,
but
our
voice
will
remain
the
same.
Knowing
when
and
how
to
change
our
tone
is
about
empathy.
When
we
consider
how
our
audience
feels
before
we
write,
we
can
beXer
adjust
our
tone
for
a
variety
of
situaGons.
12
2nd
April
2015

13. Our
Voice
EnthusiasPc.
We
are
excited
about
the
work
we’re
doing,
and
our
voice
shows
it.
We
use
crisp,
upbeat
language,
choosing
strong
words
in
place
of
exclamaGon
points
to
get
our
point
across.
Credible.
We
know
what
we’re
talking
about,
and
the
claims
we
make
are
true.
Our
voice
is
authoritaGve
and
confident,
but
we
don’t
over-­‐explain
or
obscure
our
ideas
with
minuGa.
Approachable.
We
use
conversaGonal
language
and
simple
sentence
construcGon,
because
we
want
to
be
understood
by
everyone.
OpPmisPc.
Our
voice
is
posiGve
and
inspiring.
We
don’t
harp
or
finger-­‐wag
or
scold.
We
want
people
to
feel
great
when
they
hear
from
us,
but
we
also
don’t
gloss
over
uncomfortable
truths.
Open-­‐minded.
We
are
deeply
commiXed
to
our
cause,
yet
we
don’t
offer
prescripGons
-­‐
we
look
for
soluGons.
Our
voice
reflects
that
openness
and
curiosity.
Gandhigiri.
We
pay
forward
to
turn
our
dreams
for
soUware
product
industry
in
India
into
reality.
We
seek
to
bring
out
the
best
in
people.
13
2nd
April
2015

14. Do’s
Do
have
fun
with
communicaPon.
We
want
people
to
look
forward
to
hearing
from
us.
Use
language
that’s
fresh
and
expressive
to
bring
our
mission
to
life.
Do
speak
candidly.
SomeGmes
we
have
to
talk
about
uncomfortable
things,
like
the
lack
of
meaningful
innovaGon
in
the
IT
services
industry.
It’s
okay
to
address
these
topics
directly.
When
possible,
point
to
a
soluGon.
Do
use
the
acPve
voice.
We
want
our
message
to
be
clear
and
direct.
Always
use
the
acGve
voice
to
make
statements
that
are
engaging
and
easy
to
understand.
Do
reference
real
stories
whenever
possible.
Our
mission
is
authenGc,
and
the
stories
around
it
should
be,
too.
Referencing
real
stories
will
inspire
and
empower
the
people
we
want
to
reach.
Do
address
the
reader
personally.
We
want
to
make
our
audiences
feel
like
we’re
all
in
this
together.
Use
the
words
“you”
and
“we”
as
if
you’re
having
a
one-­‐on-­‐one
conversaGon
with
your
reader.
Do
be
concise.
Make
every
word
count.
Use
adverbs
sparingly
-­‐
try
to
find
one
word
that
expresses
your
meaning,
without
extra
qualificaGon.
Give
yourself
more
Gme
to
write
less.
14
2nd
April
2015

15. Don’ts
Don’t
use
jargon
and
buzzwords.
We
want
our
message
to
be
approachable
and
free
of
confusion.
Buzzwords
and
jargon
oUen
have
unclear
meanings.
Don’t
use
colloquial
words
and
phrases.
Phrases
that
have
a
disGnct
industry
flavor
or
that
originated
in
our
geek
culture
might
be
hard
to
translate.
Don’t
exclude
people
from
outside
India.
We
someGmes
refer
to
trends
or
situaGons
that
are
India
based,
but
we
should
be
careful
not
to
exclude
those
outside.
Don’t
guilt
people
into
trying
to
do
the
“right”
thing.
Everyone
has
a
different
version
of
“right.”
Respect
the
differences
in
everyone,
and
keep
our
messages
free
of
judgment.
Don’t
make
it
all
about
us.
Always
think
of
the
audience
–
what’s
in
it
for
them?
Be
careful
not
to
start
too
many
sentences
with
“We...”,
which
can
give
the
impression
that
we’re
always
talking
about
ourselves.
Don’t
use
unaYributed
quotes.
Anonymous
quotes
don’t
have
any
power
-­‐
without
a
name
behind
them,
they
feel
false
and
inauthenGc.
If
we
can’t
get
aXribuGon,
we
shouldn’t
use
it.
15
2nd
April
2015

16. Our
job
is
to
make
change.
Our
job
is
to
connect
to
people,
to
interact
with
them
in
a
way
that
leaves
them
beXer
than
we
found
them,
more
able
to
get
where
they’d
like
to
go.
Every
Gme
we
waste
that
opportunity,
every
page
or
sentence
that
doesn’t
do
enough
to
advance
the
cause
is
waste.
Seth
Godin,
Linchpin
16
2nd
April
2015