Technical buyers will see through vague value props instantly. Business buyers will glaze over the moment you go too deep on the product. Winning deals with mixed buying committees means threading both needles at once, and most PMMs weren't trained for it. This workshop breaks down how to build messaging that works across the full buying committee, from the engineer scrutinising your security docs to the VP who just wants to know if it'll move the needle. You'll work through real positioning frameworks, learn how to layer technical and business value without losing either audience, and leave with a messaging structure you can take straight back to your next launch.