Schema

Talking tocustomers likeyou know them.

Every message starts with the customer. And every customer is different.

A three-week sprint that turns your messaging into a strategy a system can adapt to each buyer, without losing what makes your brand yours.

Book a conversation →See the sprint
Adaptive messaging

Every message starts with the customer.And every customer is different.

You don’t have an “average customer,” but that’s who your messaging is written for today.

Seven customersOne average
The average customer matches none of them.
The story behind your story

A story built for everyonereads like an ad.

All marketing is an effort to get someone to believe a story enough to choose your offering. Messaging is how that story gets told.

Marketing is harder than ever. Attention is scarce. Trust even scarcer. A story built for everyone reads like an ad, and people have learned to tune ads out. Most companies still write one story and send it to everyone, and they struggle to break through.

Your storyEvery other ad
Your story, written for everyone, looks like every other ad in the feed.
How the best salespeople work

They get to know the customer.Then they speak to specific needs.

The message is trusted because it starts with what the customer wants, not with what the salesperson wants them to buy.

Adaptive messaging brings that same skill to your entire brand.

The problem to solve

Companies invest in messaging frameworks.No framework fits every customer.

Each customer has a different strategy, market position, decision-making structure, and history with you. No framework can fit all of the channels you use to reach them, from dealers, to account managers, to salespeople.

So the story drifts and you start to sound like everyone else.

Dealers
Too big for the framework.
Account managers
Lost inside it.
Salespeople
Working outside it.
The tools on the market solve half the problem

Always consistent.Never average.

01
Brand platforms
Keep content consistent.
02
Sales tools
Personalize from data signals.
03
What’s missing
A dynamic strategy for deciding what should change for each buyer, what should never change, and how to implement it.
70%
of CMOs say their internal marketing processes aren’t mature enough to scale AI.The software is ready. The strategy that should go into it isn’t.Source: Gartner, via Writer
Getting started fast
An Adaptive Messaging Sprint

Look wide, then go deep.Results in just a few weeks.

Week 1Wide
Audit
We collect your existing messaging across all your channels and map it into a de facto messaging framework—what you’re actually saying, not what your brand book says. Then we surface the critical gaps: where messaging goes generic, which audiences it misses, where it contradicts itself.
Week 2Deep
Logic
Together we pick one pilot segment or customer. We define the variables that should change in your message: who the customer is, what the project or deal looks like, who the decision makers are. We set the rules for what gets emphasized, de-emphasized, or omitted—and what never changes.
Week 3Results
Proof
We generate adaptive messages for real accounts in the pilot segment and show them side by side with today’s standard version. Then we package the internal business case and a build roadmap.
What you get

It turns your messaging investmentinto a strategic advantage.

06

Deliverables in three weeks

01Audited De facto messaging framework
02Messaging gap and opportunity report
03Pilot-segment logic structure
04Working demonstration: adaptive messages for real accounts
05Internal business case, with tools and language to win buy-in from leadership and sales
06Build roadmap: distribution to the field, CRM integration, rollout to
other segments
What you’re buying

The strategy and the creative work,written so a system can use it.

The work covers every place your brand speaks to a specific customer: proposals, website, events, executive briefings, dealer and sales materials.

We design the logic, and it runs in whatever you already use. Adobe, Salesforce, and the rest are where the work ends up.

Why us

Let’s talk.

As brand strategists and designers of intelligent interfaces, we’ve spent years working on these problems. Now we have created a new way to construct effective, tailored, on-brand messaging to help you break through in your market.

Christian Marc Schmidt
Founder, Schema Design
Design and emerging technology. Founded Schema in 2012 after roles at Microsoft, IDEO, and Pentagram. Built Studiograph, the AI workspace that gives messaging strategy a system to run in.
christian@schemadesign.com →
Michael Megalli
Founder, Djinn Dept.
Twenty-five years of brand strategy and messaging for some of the largest companies in the world—Microsoft, Google, IBM, MasterCard. Wrote Microsoft’s voice book, still in use a decade later.
michael@indie.biz →