In the recent box office hit A Star is Born, the main character, Jackson Maine – who is a national rock star – says, “Music is essentially twelve notes between any octave. Twelve notes and the octave repeats. It’s the same story told over and over, forever. All any artist can offer the world is how they see those twelve notes. That’s it.” This statement applies not only to musicians, but to business leaders as well. And teachers and coaches. And product managers and marketers. And community activists and parents. And project managers and customer care providers. And church leaders and fitness instructors. All things being equal, it’s our message that counts at the end of the day. The message that we have about our product or service and the way that we communicate it is what separates us from the rest.