Revenue Design

Messaging
for founders
who give a shit

Good messaging is a handful of prompts away.
Great messaging requires mastery of the craft.
Why bother? Because you've seen the difference.

your narrativeyour movementyour machineyour messaging

methodology

revenue design method

9 pillars of positioning & messaging design. Use as a mental model to craft a differentiated POV that matters.

01

Design a Narrative

your story that makes you inevitable

The Scenario

align to the right market forces reshaping your audience's reality

The Inflection

prove that the market is turning and acting now is the only viable option

The Advantage

articulate your unique edge to claim the position only you can hold

02

Design a Movement

your manifesto to build momentum

The Space

elevate the problem domain as the main thing you're motivated to solve

The Moments

provide your audience with a clear path from awareness to conviction

The Reason

give believers the language they'll want to amplify

03

Design a Machine

your motion for effective growth

The People

focus relevancy on the right audience at the right time for the right reasons

The Journey

structure the plays that unfold your story from first touch to final decision

The Proposition

tie outcomes directly to the measures your audience lives and dies by

system

MESSAGE.md

A practical messaging spec for agent harnesses. Use as a context engineering framework for optimal messaging relevance.

Your markets are dynamic. Your messaging must be too. MESSAGE.md is a spec for AI content factories built to ensure you land the right message at the right time for the right reasons - without breaking the token bank.

Learn moreSee the spec
04

Assets

define the shapemessaging/assets/

Structured specs for what every asset type looks like for you, with the rules to produce it.

03

Collections

hold the detailsmessaging/collections/

Granular profiles pulled on demand for personas, products, competitors, and segments.

02

Pillars

tell the storymessaging/pillars/

Top-level positioning across the company, narrative, market, audience, and portfolio.

01

MESSAGE.md

sets the altitudeMESSAGE.md

Company facts, glossary of terms, brand guardrails, and the scenario dimensions. Loaded first, always on.

blog

revenue design canvas

humble, helpful, and hopefully humorous messaging takes

AI is the Medium. MESSAGE.md is the Message.

AI is the Medium. MESSAGE.md is the Message.

your markets are dynamic, your message must be too

Ivan Dwyer
Ivan Dwyer
Jun 17, 2026
A Revenue Design Movement in 4 Parts

A Revenue Design Movement in 4 Parts

Learnings from 20 years of building industry movements - with the scar tissue to back it up

Ivan Dwyer
Ivan Dwyer
Mar 10, 2026
What is Revenue Design?

What is Revenue Design?

A positioning exercise for the ages aimed at the messaging craft

Ivan Dwyer
Ivan Dwyer
Feb 10, 2026