What if everyone in your company always communicated your strongest market position?

“Michel facilitated a week-long deep dive on our competitive positioning. It was the best work that I have experienced – at this or any other company.”

~ Reid Leland Owner/President, LeanWerks

Corporate Consulting

Two Essential Questions

At the core of every successful organization, big or small, in any industry and in any geographical area, is the ability to answer two essential questions:

What is our unique position in our market?

What is our sustainable competitive advantage?

Traditional branding and marketing approaches just scratch the surface, resulting in only minor variations of the expected and usual positioning statements or value propositions.

Michel Neray developed the Essential Message D.I.G. Methodology to help clients dig deeper – to strengthen their differentiation and brand position, and become leaders in their category through category design.

The DIG Methodology


At each stage of the process, the D.I.G. Methodology is driven by counter-intuitive processes and exercises designed to achieve a deeper level of understanding, and genuinely fresh insights.

Beyond better marketing, beyond stronger branding, and beyond higher sales, the feedback we get is it gives our clients the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference both as a company – and as individuals.

That’s how The Essential Message supports multiple objectives in team-building, core strategy, peak performance and leadership – as well as in networking, customer service, personal branding, and sales communications.


The messaging that Michel developed with our team provided clear differentiation and a distinct value proposition for our company. It also provided a key focus for our sales and marketing efforts, which helped us grow our business by 60% per year and become the #1 vendor in our space.

RAM METSER - CEO, Guardium, an IBM Company

LeanWerks recently completed a week-long deep dive on our essential qualities, cultural foundation, and competitive positioning facilitated by Michel Neray. It was the best work on this front that I have experienced – at this company and at any other company I have been in. More than an exercise in branding and positioning, I now see how powerful the Essential Message concept is for our people and how it impacts on our culture – that was unexpected.

REID LELAND - Owner/President LeanWerks

The messaging that Michel worked on with us not only helped us establish our brand differentiation and leadership position with customers, strategic partners and analysts, it helped keep us focused internally on our core strategy. And it was absolutely a factor in our growth and success.

OMER SCHNEIDER - Co-founder and CEO, CyberX (acquired by MSFT)

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