Framework
The Stakes: Success vs. Failure
Effective messaging must communicate what is at stake. Every story has consequences—both for taking action and for doing nothing. This is what makes the hero's journey compelling.
🎧 Listen to the Overview
Why Stakes Matter
Without stakes, there's no urgency. If there's no difference between acting and not acting, why would anyone change? By clearly articulating both paths, we help customers see the true cost of inaction and the real value of partnership.
Two Paths Forward
Every prospect stands at a crossroads. Our messaging should paint a clear picture of both destinations.
The Cost of Inaction
Continued fragmentation, disconnected systems, and excessive spend across too many suppliers.
Wasted leadership bandwidth on preventable supply disruptions that should never happen.
Customer complaints and inconsistent service across locations damage the brand.
Growth opportunities missed while managing chaos instead of building the future.
The Vision of Success
"The organization where everything runs smoother"—consistency across every location.
"A leadership identity defined by calm and control"—time for what matters most.
Confidence to grow and acquire without operational chaos following behind.
Know exactly where things stand across all locations, all the time.
The Identity Transformation
The deepest level of success isn't operational—it's personal. Working with CNA transforms how leaders see themselves and how others see them.
Before CNA
- Seen as a firefighter, constantly reacting to problems
- Consumed by operational details instead of strategy
- Worried about the next disruption
- Explaining failures, not celebrating wins
After CNA
- Seen as a strategic leader with systems that "just work"
- Free to focus on growth, innovation, and people
- Confident in supply reliability across all locations
- Recognized for operational excellence
Using Stakes in Messaging
Balance is Key
Don't over-emphasize failure (it feels manipulative) or under-emphasize it (no urgency). The goal is clarity, not fear. Show both paths honestly and let the customer decide.
Example Messaging Patterns
| Pattern | Example |
|---|---|
| Contrast | "While others scramble to put out fires, CNA partners operate with calm and control." |
| Future-Pacing | "Imagine walking into your Monday meeting knowing every location is running smoothly." |
| Rhetorical | "How much time is your team spending on supply issues that shouldn't be happening?" |
| Soft Warning | "Without a unified approach, vendor sprawl only grows more complex over time." |
Stakes by Persona
While the general stakes apply to all customers, each persona feels them differently:
| Persona | Primary Fear (Failure) | Primary Aspiration (Success) |
|---|---|---|
| Enterprise Leader | Losing control across divisions; M&A chaos | Seamless operations at scale; growth-ready systems |
| Ben Parker (Ops) | Customer complaints; service disruptions | Shifts run smoothly; team sees them as reliable |
| Erin Brooks (Healthcare) | Patient care risk; compliance failures | Trusted, patient-focused leader with streamlined tools |
Continue Learning
- Messaging Matrix — See how stakes translate to persona-specific messaging
- CTA Guide — Turn stakes into action with effective calls-to-action
- Examples — See stakes woven into real messaging