You have one single product and multiple ways to tell about it.
That does not mean that you have to tell a different story every time you talk to a different audience. It means that you need to be sensible enough to adapt your story to match the language and the background of the audiences you care about (i.e., that make you money).
The drill goes like this.
- Work on your story.
- Identify your audience.
- Research your audience.
- Translate your story in a language that your audience can understand (without changing it).
You can’t have 2, 3, and 4 if you have not started with 1. And at the same time, you can’t pretend 1 to be effective if you are not following up with 2, 3, and 4.
When you get to 4, that’s the time to be consistent, over a period of time, to see if you have worked, identified, and researched well.
It’s a tough job. It is long-term.