Why this course
Find the message your market will pay for and the story that carries it, now that AI has made every offer sound alike.
AI has made it easy for every competitor to sound the same, so the businesses that win are the ones with a clear message their market will pay for. A sharper message is the fastest way to raise prices and win better customers with the product you already have.
A half day, hands on, with no slides. You bring one real piece of your own work and leave with it moved forward.
Sessions run in person at Salisbury House, 29 Finsbury Circus, London EC2M 7AQ or live on video, with small groups of senior people so every question gets answered.
What you will learn
The ground we cover
What to bringYour current website, pitch deck or proposal and a view of your three main competitors.
- How to find out what your best customers really pay you for
- How to map your competitors and spot the message nobody owns
- How to write a core message that holds up under challenge
- How to turn it into a story your sales team can tell
- How to test it before you change the website
Who it is for
Leaders who sense their offer now sounds like everyone else's and want a message their market will pay more for.
- Chief executives and managing directors
- Commercial and marketing leaders
- Owners preparing a business for growth or sale
How the morning runs
Arrive 9am, start 9.30am, finish 1pm, in person at Salisbury House, 29 Finsbury Circus, London EC2M 7AQ or live on video.
- 9.00am
Arrival and coffee
Meet the group and the faculty, and pick the one real piece of work you want to move forward.
- 9.30am
What customers really buy
We work out what your best customers pay you for, which is often different from what you sell.
- 10.30am
Find the message nobody owns
You test your message against your competitors and find the ground nobody holds.
- 11.45am
Write the story
You leave with a core message and the story your sales team can tell tomorrow.
- 12.40pm
Your plan for Monday
You leave with a one-page plan for what you will do next.
- 1.00pm
Close
Next session Thu 19 Nov 2026
£479 per person including VAT, arrive 9am, start 9.30am, finish 1pm, live online on video
What you leave with
- 01A clear view of what your best customers buy and why
- 02A core message tested against your competitors
- 03The story your sales team can tell tomorrow
Next session Thu 19 Nov 2026
£479 per person including VAT, arrive 9am, start 9.30am, finish 1pm, live online on video
Course tutor
Dan Ilett
Founder, The Executive Summary
Chair of the City CIO Club and former commercial transformation director at a FTSE technology business. Before that he was commercial director at Virgin Money and wrote for the Financial Times and the Daily Telegraph. He has media trained CEOs and politicians.
Questions about this course
Who is this for?
Leaders who sense their offer now sounds like everyone else's and want a message their market will pay more for.
Is it hands on?
Yes. You work on a real piece of your own work with faculty beside you, so you leave with it moved forward.
Can I join online?
Yes, on the dates marked Online. Every session is either in person at Salisbury House, 29 Finsbury Circus, London EC2M 7AQ or live on video, never both on the same day, and online places cost less.
What time does it run?
Arrive from 9am for a 9.30am start. We finish at 1pm.
Can we run it for our own team?
Yes. We run it as a private session for your team, in your offices or online, shaped around your business.
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Bring it to your team
A session designed around your business and led by practitioners, so your leadership team learns together, gets aligned and leaves with the decisions that move a specific outcome.
Book your place
Choose the course and the date, then book and pay by card here. We email your confirmation and VAT invoice straight away.
Want it for your whole team? Choose a private session, tell us who is coming and we will shape it around your business.