Messaging
for founders
who give a shit

$100m+

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

methodology

revenue design method

a systematic, artful approach to messaging that matters

Design a Narrative

the change that makes your world inevitable

The Scenario

surface the forces reshaping your audience's reality

The Inflection

Reveal the turning point that answers why now

The Advantage

Own the market position only you can hold

Design a Movement

the force that transforms belief into momentum

The Space

Shape the domain into a direction you can lead

The Moments

Guide your audience on the path towards conviction

The Reason

Convert true champions into industry advocates

Design a Machine

the clarity that drives relevancy in the motion

The People

Dial the relevancy for your audience

The Journey

Make the message in tune and in time

The Proposition

Measure the message against realized value

blog

revenue design canvas

humble, helpful, and humorous messaging takes

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

Mar 10, 2026

What is Revenue Design?

A positioning exercise for the ages aimed at the messaging craft