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Pull in an independent consultant to do a messaging exercise - someone all your co-founders trust. Such consultants usually charge a bomb for these things but the opportunity cost of not aligning on the right nomenclature / lexicon is too huge. Their charges pale in comparison.

Ask your customers. They will decide, not your founders.

+ 1 to what Aniruddh said. Do a survey with your best customers. You can also rope in Wynter for taking feedback from independent target persona.

@Aniruddh Jain @Parth Shrivastava I'll talk to more customers. if you have some sample questions I can ask them, please share :)

Should be simple to get started. You mentioned:

Different co-founders are having multiple definitions on what the company does, USP and how we should position ourselves.

Just create 3 questions: What according to you does this XYZ product do? What do you think is the USP and why? Which of the below (positioning) statements do you most identify with as a user? And add all the current options you have in-sourced from within the company. Let users vote on which of these they find most useful/insightful. That can be one way. The other way can be doing deep, documentary style discussions (h/t to @Sumit) to understand what their average day looks like, which problems are the most thorny to them and what do they do to solve them. This alone would generate a ton of insights. The main issue you need to be aware of here is to ensure you don't ask leading questions (like "why do you think is a good product"). Bonus: One question I love is where you ask your users: "Send an SMS to your friend recommending this product" Thinking in terms of creating an SMS forces users to boil down your USP into a mere 160 characters.

@Ajay Ramamoorthy That dissatisfaction — that your company can have a clearer consistent messaging — is a terrific place to start. Preserve that sentiment. As someone who has been in a similar situation several times, where I walked in and disagreed with the state of the union and wanted to bring alignment upfront, here is what worked best for me in the past: • Start with what works in status quo. I think your company has had some success in its messaging and positioning — identify that through whatever data and feedback you already have. • Establish what does not work — not in your opinion but what you see in your conversion data or customer / frontline feedback • Then start the exercise to get alignment. Of course, talk to customers, take help of experts etc as you do that

Thanks a bunch @Sumit! :)