Strategic positioning answers the question, “Why should I invest?” Effective message development is an instrumental step towards successfully positioning a company with investors. This process involves extensive research and developing responses to key questions in order to accurately illustrate and position a company in the marketplace. This preparation is designed to create a broader and deeper understanding of the company’s investment case to attract a more appropriate shareholder base and wider sell-side coverage. Additionally, this process should support a clearer demonstration of value, improved liquidity, and a more competitive stock valuation.