You Can’t Read the Label from Inside the Bottle: Why Many CEOs Overestimate the Clarity of Their Message

*What’s missing from most brand communication is a clear and complete message, and thus, the power to persuade and perform.*

Most successful CEOs I meet—whether they lead a nonprofit, a college, or a business—are convinced their organization’s messaging is clear.

I understand why. They’ve spent years living and breathing the mission. They can talk convincingly about its value, programs, impact, or services. They’re fluent in the organization’s internal language. But that fluency is often what blinds them to a critical truth:

Your message isn’t clear if it isn’t complete. And when you’re on the inside of the bottle, you can’t read the label.

That’s not a knock on anybody’s acumen. It’s just a reality of leadership. When you're deep inside the day-to-day operations of an organization, it's almost impossible to see what your customers, donors, or students see. That’s why even the most brilliant CEOs struggle to communicate their organization’s value in a way that truly connects with outsiders.

And in today’s distracted, skeptical, and competitive world, clear and complete messaging isn’t optional—it’s a growth multiplier.

Clear Messaging Isn’t About Being Clever—It’s About Being Complete

I work with mission-driven leaders who are smart, accomplished, and articulate. But when I review their organization's messaging—especially their website—I often find critical gaps. And that’s the key word: gaps.

Messaging that is unclear often suffers not because it’s poorly written or overly complex—but because it’s incomplete.

A StoryBrand-style messaging framework helps reveal where the gaps are.

Let’s take a look at your website. It may do a great job showcasing your credentials, your legacy, or your offerings. But if it fails to highlight the real-world problem your audience faces—and how that problem makes them feel—then the message is emotionally flat. Or maybe you articulate the value of your services well, but there’s no clear, low-barrier call to action guiding people toward the next step.

Here are a few common gaps I see in otherwise strong websites and marketing materials:

• No clearly defined problem. You’ve told us what you offer—but you haven’t elaborated on the problem itself in a way that reaches out and grabs the reader. And without a problem, there’s no felt need.

• No emotional resonance. People don’t just want facts; they want to know you get them. If your website or email doesn’t make the reader think you’ve “read their mail,” they’re less likely to trust you as the one who can solve their problem.

• No step-by-step plan. You offer a big vision or a bold promise—but haven’t outlined a simple plan to get there. And, the moment readers become confused or overwhelmed, they bounce.

• No strong call to action. You’ve inspired me—but now I’m floating in ambiguity. What’s the next step you want me to take?

• No aspirational identity. You’ve described you, but haven’t painted a picture of who I could become if I join your cause, hire your firm, or attend your college.

Each of these elements is essential. Without them, your message won’t land—no matter how polished your copy or how beautiful your branding.

Why It’s So Hard to See the Problem from the Inside

Here’s the rub: most leaders don’t realize these gaps exist. Why? Because they’re too close to the message.

You’re inside the bottle. The words on the outside feel obvious to you. But to someone looking in for the first time, the label is unreadable.

When you’ve been immersed in the inner workings of your organization for years, it’s almost impossible to see what a first-time visitor to your website sees. You have the curse of knowledge. You know too much. You skip steps. You assume understanding. You fall back on language that is second nature to your team, but is incomplete or otherwise unhelpful to outsiders.

That’s why wise leaders bring in outside help. A strategic messaging consultant can help you read the label, expose the gaps, and shape a message that’s complete, compelling, and deeply human.

StoryBrand: A Proven Framework for Messaging Clarity

At The Ashford Agency, we rely on the StoryBrand messaging framework to help our clients clarify their message and communicate with power. StoryBrand is based on the simple idea that every great communication piece should follow the structure of a compelling story—with your audience, not your organization, as the hero.

When applied correctly, the StoryBrand framework does three powerful things:

1. It foregrounds the problem your audience is trying to solve—not just the features of your offering.

2. It positions your organization as a trusted guide—someone who understands the challenge and has the authority and empathy to help.

3. It lays out a clear, simple plan and a strong call to action—so your audience knows exactly what to do next.

This framework isn’t just a copywriting trick—it’s a strategic tool that aligns your message across platforms, from your homepage to your speaking engagements to your email campaigns.

The Website Test: Is Your Message Working?

Your website is your most important communication tool. It runs 24/7. It’s often the first impression someone has of your organization. And it should work like a salesperson—clearly and quickly communicating who you help, what problem you solve, how you do it, and how someone can take action.

But many websites fail this test.

• The header is unclear. Within five seconds, can a visitor tell what you do, who it’s for, and why it matters? Most headers are incomplete or insufficiently clear.

• The problem isn’t defined. Even if the problem you solve is obvious (e.g., need an education), if you don’t tease out the frustrations that attend that problem, you’ve lost the hook.

• There’s no simple plan. A clear, 3-step process helps people understand how to move forward. Without it, even interested visitors hesitate.

• There’s no compelling lead generator. Do you offer something of value in exchange for contact information—like a free e-book, guide, or webinar? Without this, you’re missing opportunities to hook the person who isn’t yet ready to “buy.”

• Calls to action are weak or hidden. If your primary CTA isn’t repeated, specific, and easy to act on, your site isn’t converting as it should.

  
  

Does your website pass the test? If not, you are leaving money, influence, and impact on the table.

What Happens When Your Message Is Clear?

I’ve seen it again and again: when an organization clarifies its message, surprising growth follows.

• Donors finally get what you’re doing and increase their giving.

• Customers instantly understand the value and take action faster.

• Students feel seen, understood, and drawn toward your college.

• Employees become better ambassadors because they know how to talk about the mission.

Clarity creates alignment. It unlocks growth. And it gives your audience the confidence to engage with you.

Let’s Clarify Your Message

If you’re a CEO, president, or executive director and want to test the clarity of your messaging, I’d like to offer you something:

A free website messaging evaluation.

I’ll personally review your homepage and one key internal page to identify messaging gaps and provide a few practical steps you can take right away. No sales pitch—just value.

And if you’re ready to take it a step further, The Ashford Agency is here to help you build a clear, complete, and compelling message—one that works not just on your website, but across your full communications ecosystem: email campaigns, newsletters, print materials, keynote talks, videos, and more.

Remember: if you’re inside the bottle, you can’t read the label. But I can help you read it—and rewrite it.

Let’s get your message working for you.

🔍 Interested in a free website messaging evaluation? Contact me at this link to request.