The Architecture of Messaging: Case Study with CEO Paul Tice

Does your business messaging actually mean something to your audience — or is it just filling space?

This is the question I’ve seen over 130 CEOs, founders, and experts struggle with. Not because they lack value or vision. But because as their businesses grow, so do their offers, teams, audiences — and with that growth comes complexity.

Suddenly, the message that once felt “good enough” starts to fall apart. It becomes harder to explain what the company does, who it serves, and why it matters — especially across multiple services or business units. Marketing agencies often try to patch the problem with surface-level fixes: new slogans, splashy websites, rebrands.

But real clarity? That takes something deeper.

In this case study, I’ll show you how one CEO — Paul Tice of Fior Innovations — finally found that clarity using a writing-first approach. Not through marketing fluff, but through an intensive, 3-hour messaging architecture workshop that completely transformed how his companies communicate their value.

If you’ve ever felt like your messaging doesn’t reflect the depth of your work — especially if you're trying to scale or unite multiple services under one story — this might be the most important case study you’ll read.

Why Most Business Messaging Fails (and What to Do About It)

Most founders think the problem is marketing. In reality, it’s messaging architecture.

Marketing is what you say.
Messaging architecture is how you structure your message so that it delivers meaning, resonates with your audience, and supports your business model.

Without a system to organize your brand's ideas, voice, and narrative, even great products get buried under vague value props, generic taglines, and forgettable websites. The result? Confused buyers. Misaligned teams. Missed opportunities.

And the worst part?

It’s incredibly difficult to see this breakdown from the inside. You know exactly how your product or service works. You know the results you get. But translating that into language that clicks — across audiences, platforms, and sales cycles — takes a different skillset.

Most businesses operate without a messaging system in place. Instead, they rely on individual campaigns or copywriters to handle message delivery in silos: one for the website, another for the pitch deck, another for ads, and so on. There’s no unified structure — no central messaging services layer that ensures consistency, flow, and clarity.

This isn’t just inefficient. It’s expensive.

You end up burning time and money trying to communicate, when what you really need is to build a messaging system that works across multiple services and channels — one that delivers the right message to the right audience at the right time.

That’s the job of strategic messaging architecture.

And for Paul Tice — CEO of two growing brands in construction consulting and software — this was the missing link.

Meet Paul Tice: A CEO with Two Brands and One Challenge

Most founders think the problem is marketing. In reality, it’s messaging architecture.

Marketing is what you say.
Messaging architecture is how you structure your message so that it delivers meaning, resonates with your audience, and supports your business model.

Without a system to organize your brand's ideas, voice, and narrative, even great products get buried under vague value props, generic taglines, and forgettable websites. The result? Confused buyers. Misaligned teams. Missed opportunities.

And the worst part?

It’s incredibly difficult to see this breakdown from the inside. You know exactly how your product or service works. You know the results you get. But translating that into language that clicks — across audiences, platforms, and sales cycles — takes a different skillset.

Most businesses operate without a messaging system in place. Instead, they rely on individual campaigns or copywriters to handle message delivery in silos: one for the website, another for the pitch deck, another for ads, and so on. There’s no unified structure — no central messaging services layer that ensures consistency, flow, and clarity.

This isn’t just inefficient. It’s expensive.

You end up burning time and money trying to communicate, when what you really need is to build a messaging system that works across multiple services and channels — one that delivers the right message to the right audience at the right time.

That’s the job of strategic messaging architecture.

And for Paul Tice — CEO of two growing brands in construction consulting and software — this was the missing link.

The Problem: Fragmented Messaging = Stalled Growth

Paul had a strong vision. His teams at ToPa 3D and RESolute were delivering real value to clients in the construction space — from cutting-edge consulting to user-friendly software tools.

But despite their momentum, something wasn’t clicking: the messaging.

Even after investing tens of thousands of dollars into marketing firms, Paul felt like none of them really got it. They’d show up with pre-written frameworks, vague brand archetypes, and trendy copy. But when it came time to articulate what Fior Innovations actually did — and why it mattered — the message fell flat.

The copy was fine.
But it wasn’t true. And it certainly wasn’t scalable.

Each business unit was telling a slightly different story. Internal teams had their own language. Clients didn’t always understand the full range of services. And without a cohesive strategy, it became harder to align marketing, sales, and product under one umbrella.

Paul wasn’t alone in this.

This is one of the most common breakdowns I see when working with growing companies:
They try to scale without a structured messaging architecture.
They grow, but the message doesn’t evolve — it fragments.

Here’s why that matters:

When your business runs on fragmented messaging, you:

• Waste time explaining what you do

• Lose potential clients who don’t “get it” fast enough

• Struggle to unify your team around a clear value proposition

• Make it harder to expand or introduce new offers

In technical terms, it’s like trying to scale a system with multiple services, multiple users, and no defined protocol for message flow or routing messages. It slows everything down. It creates friction. And eventually, it costs you opportunities.

What Paul needed — and what most businesses eventually realize they need — wasn’t another marketing campaign.
He needed to build a messaging system that could evolve with his company.

That’s exactly what we set out to do in The Architecture of Messaging Workshop.

The Architecture of Messaging Framework: A Proven Approach

When Paul and I first connected, I didn’t show up with a pitch deck or a pre-written plan.

I showed up with questions.

Because before you can fix a message, you have to understand its architecture — the internal structure that holds it all together. For most companies, that structure either doesn’t exist or has broken down under the weight of too many services, offers, or priorities.

That’s where The Architecture of Messaging Workshop comes in.

I designed this workshop after working with over 130 entrepreneurs, executives, and thought leaders across industries. Over the years, I saw a repeating pattern: brilliant people with powerful products... who couldn’t articulate their value clearly. Not because they lacked ideas — but because they lacked a system to organize those ideas.

So I built one.

The workshop is part strategic consulting, part brand therapy, part writing bootcamp. It’s where storytelling meets structure — and where your company finally finds the words it’s been searching for.

During Paul’s session, we brought his entire leadership team together for a focused, 3-hour virtual session. No fluff. No filler. Just deep, intentional work.

We walked through the core pillars of Trivium Writing’s messaging system, including:

• Relevance of the business

• Business messaging fundamentals

• Target audience analysis

• Goals, channels, and content strategy

• Brand storytelling architecture

What makes this different from other messaging services is simple:

We don’t start with deliverables.
We start with truth.

That means listening deeply. Asking better questions. Spotting patterns. And helping the team uncover what they already know — but haven’t yet captured in words.

Throughout the session, I helped Paul’s team map the internal logic of their business, clarify their core value propositions, and align their language across channels. We talked about customer perspectives, internal alignment, brand essence, and even the emotions behind their work.

This isn’t just a workshop — it’s the infrastructure for all future marketing, content, and communication. Like building a robust backend that ensures high availability, smooth message delivery, and a seamless user experience across all touchpoints.

Paul later said one of the most valuable aspects of the session was how we “connected the dots” between ideas they’d been sitting on for months. And that’s the point: the answers usually live inside your team. My job is to help you route the right messages to the surface.

Inside the Workshop: Building a Cohesive Messaging System

From the outside, messaging looks like a creative task. But on the inside, it’s more like engineering.

It’s not just about coming up with the right words — it’s about managing system resources, processing incoming messages from different departments, and aligning them around a single, shared narrative that flows smoothly across platforms.

That’s exactly what we set out to do in Paul’s Architecture of Messaging workshop.

We kicked off with his full team on a video call — eight people from across operations, product, sales, and leadership. Everyone had slightly different perspectives. And that was by design. Because in every company, messaging lives in the gaps between teams.

We started by identifying those gaps.

Each participant was asked:

• How would you describe what the company does?

• What words do you find yourself repeating to clients?

• What feels clear? What feels confusing?

These weren’t just marketing questions. They were diagnostic tools — ways of surfacing message inconsistencies and exposing breakdowns in message flow.

Once we mapped the current state of their communication, we began rebuilding — this time with structure.

We explored the company's essence, unpacked the “why” behind their work, and zoomed out to understand how ToPa 3D and RESolute fit into a broader narrative. By layering in storytelling principles and strategic messaging models, we created a system that could scale across offers, teams, and channels.

One of the biggest breakthroughs came when we reframed how the team talked about their services. Instead of describing features, we shifted toward transformation. Instead of reacting to market trends, we positioned them as contributing to a much larger, ongoing conversation in their industry.

The result?

Clear, coherent messages that made sense to clients, not just insiders.
Messages that traveled cleanly across teams — no more distortion or lag.
And a messaging system that could handle multiple services, multiple users, and evolving offers without breaking down.

This wasn’t just a brainstorming session.
It was an asynchronous messaging upgrade for the entire organization.

Because when your message architecture is solid, your team doesn’t have to improvise every time they talk to a customer. They can plug into the system — and deliver with confidence.

The Breakthrough: Aligning Two Brands Under One Story

For Paul, the workshop wasn’t just a communication reset — it was a revelation.

Originally, the session was meant to serve his consulting business, ToPa 3D. But by the end, something unexpected happened: the team realized the framework we used could do more than clarify messaging. It could connect two seemingly different businesses under one unified narrative.

That’s when the real transformation began.

As we worked through the messaging structure, Paul began seeing clear integration patterns between ToPa 3D and RESolute, his newer software product. Different brands, different deliverables — but the same values, the same market, the same ultimate goal: helping construction professionals work smarter.

The Architecture of Messaging framework gave Paul the perspective to see both companies as parts of a larger system — one with distinct components, yes, but powered by the same story engine.

It was a messaging breakthrough that marketing firms hadn’t even come close to uncovering.

Here’s why:

Most agencies focus on deliverables — not architecture.
They treat messaging like a logo or tagline: fixed, cosmetic, isolated.
But in reality, messaging is a distributed system that has to scale across teams, products, and channels without creating friction.

Paul and his team had been facing a classic architectural challenge: multiple products, multiple audiences, and no unified foundation. Once we established that foundation, everything started to click.

What had felt like a messaging mess now felt like a scalable brand.

“The way Léandre helped us connect the dots between our businesses — it was like he reached into our heads, pulled out the ideas, and put them in order.” — Paul Tice

That clarity gave the team more than just better words — it gave them momentum.

After the session, Paul decided to bring the workshop to RESolute as well, introducing the same messaging framework to his second team. This repetition wasn’t redundant — it was refinement. By running both teams through the same process, Paul was able to unify voice, positioning, and values across his entire company ecosystem.

Messaging was no longer a bottleneck.
It became a business asset — one that scaled with them.

The Results: Unified Branding, Higher Confidence, and Scalable Growth

The impact of the workshop was immediate — and lasting.

After completing the first Architecture of Messaging session with ToPa 3D, Paul’s team walked away with something they hadn’t gotten from any agency: clarity.

They now had:

• A unified narrative both internal teams and external audiences could understand

• Messaging that worked across different platforms and conversations

• A renewed sense of purpose and alignment within the organization

What had once been a fragmented communication effort was now a streamlined messaging system — complete with clear message delivery pathways, defined terminology, and core brand stories that could be reused, repurposed, and reinforced across touchpoints.

But Paul didn’t stop there.

Recognizing the power of the framework, he scheduled a second Architecture of Messaging workshop — this time for RESolute, his SaaS brand. The goal: replicate the success and ensure both business units were telling a cohesive story under the Fior Innovations umbrella.

It worked.

Now, instead of competing narratives and misaligned messaging, Paul had a scalable foundation. Both teams spoke the same language. Both brands lived under the same philosophy. And that gave them the confidence to expand — with consistency and clarity.

“We got a lot more than we can use all at once… and in only three hours.” — Paul Tice

From reworking their website copy, to designing trade show booths, to empowering the sales team with sharper language — the results of the workshop were embedded into every corner of the business. The insights weren’t just stored in a Google Doc. They were actively shaping daily communication and strategic decisions.

What’s more, the entire team reported a more seamless user experience when presenting their services — because they no longer had to improvise or explain around fuzzy messaging. Everything felt tighter, more relevant, and more resonant.

This is what happens when your messaging is built like a system — not just a slogan.

What Makes Messaging Architecture So Critical Today

In a world of non-stop content, attention spans, and AI-generated noise, your message isn’t just a nice-to-have.

It’s your infrastructure.

And like any infrastructure, it needs to be scalable, reliable, and built for high availability — across your team, your platforms, and every client touchpoint. That’s what most leaders miss. They try to fix broken messaging by swapping out copy, hiring another agency, or tweaking a tagline.

But what they’re really facing is an architectural failure.

When your messaging isn’t working, it's not about style. It's about structure.
You’re not just trying to say things better — you're trying to deliver the right message to the right person at the right time, without distortion, lag, or drop-off.

And that’s where messaging architecture comes in.

At its core, it’s about building a system — like a well-designed chat application or distributed system — where each message has:

• A defined purpose

• A clear path

• A consistent tone

• A measurable outcome

It’s a way to ensure message delivery remains accurate and relevant, even as your business grows in complexity.

This is the part no one teaches you.

But after working with 130+ leaders — from consultants and SaaS founders to public speakers and authors — I’ve seen the same truth over and over again:

If you don’t build the architecture for your message, your team will build their own — and that leads to chaos.

Fragmented language. Inconsistent sales pitches. Disconnected marketing. Confused customers.

But once you install the right framework — one that matches your voice, your audience, and your vision — everything changes. You get clarity. Speed. Cohesion. And most importantly, the confidence to scale without losing the essence of your brand.

That’s why messaging architecture isn’t just another copywriting tool.
It’s a strategic asset.

And it’s more urgent now than ever.

Is It Time to Fix Your Messaging System?

If your business has evolved but your message hasn’t — you’re not alone.

Most growing companies hit a point where the story starts to break. New services get added. New team members come in. Your audience expands. And suddenly, what used to be clear starts to feel… cluttered.

That’s exactly when you need to stop guessing — and start building a proper messaging system.

Because until your message is clear, no marketing strategy will work the way it should.

If you’re ready to:

• Align your team under one cohesive message

• Stop reinventing your pitch every time you talk to someone new

• Communicate your value with clarity, confidence, and consistency

…then The Architecture of Messaging Workshop might be exactly what you need.

You’ll walk away with:

• A messaging framework tailored to your business

• Language that resonates with your market

• Strategic clarity across all your communication channels

“This isn’t just a copywriting session. It’s a business clarity session that rewires how your entire company communicates.” — Client feedback

Book a call now to explore if this is the right fit for your team.

Clarity isn’t a luxury. It’s the system that powers everything else.