Update strategy.md

src/handbook/company/strategy.md

@@ -9,6 +9,22 @@ meta:
 
 Please see our [company values](/handbook/company/values/).
 
+## FlowFuse in one sentence
+FlowFuse helps teams easily build, deploy, and manage automation workflows — with the simplicity of low-code and the power of modern DevOps.
+
+## FlowFuse's Definition
+Built on the simplicity of Node-RED, FlowFuse adds the tools teams need to scale automation workflows with confidence.
+FlowFuse is a platform that helps organizations build and manage powerful low-code data applications using Node-RED.
+We make it easy to connect systems, automate processes, and build industrial or digital solutions — all while giving IT teams the control, security, and scalability they need.
+Whether you’re an engineer, a developer, or a company scaling up operations, FlowFuse bridges the gap between innovation and reliability.
+
+## FlowFuse in-depth
+FlowFuse is a software platform that helps companies manage and scale applications built with Node-RED, a popular visual programming tool used to automate tasks and connect systems. While Node-RED allows users to quickly create powerful applications by wiring together different building blocks, it becomes difficult to manage once used across many devices, teams, or environments. That’s where FlowFuse comes in.
+
+FlowFuse adds the structure, tools, and safety needed to use Node-RED in professional and industrial settings. It allows companies to organize and control multiple Node-RED instances, whether they’re running on the cloud or on physical machines like factory equipment. With FlowFuse, users can develop applications, test them safely, and deploy them to different environments without fear of breaking things. Teams can work together more effectively thanks to user access controls, audit logs, and centralized monitoring. It supports both SaaS and self-hosted models, so companies can keep full control when needed, especially in industries with strict security or privacy requirements.
+
+Ultimately, FlowFuse transforms the speed and flexibility of Node-RED into something reliable, scalable, and secure — making it suitable not just for individual developers or hobbyists, but for entire organizations running critical systems. It gives companies the confidence to innovate quickly while staying in control.
+
 ## FlowFuse's Mission
 
 FlowFuse will empower 1 billion people to fuse the digital realm and physical

src/handbook/customer/marketing/messaging.md

@@ -1,24 +1,28 @@
 ---
-navTitle: FlowFuse Messaging
+navTitle: Company Messaging
 ---
 
 # {{ navTitle }}
 
-Clear and consistent messaging serves as a cornerstone for our company to achieve
-growth and a bigger market presence. The messaging framework is essential for the
-company to communicate its value, purpose, and differentiation, to in turn
-effectively acquire and retain our customer base.
+Clear and consistent messaging serves as a cornerstone for our company to
+achieve growth and a bigger market presence. The messaging framework is
+essential for the company to communicate its value, purpose, and
+differentiation, to in turn effectively acquire and retain our customer base.
 
-Consistency of messaging is important; with our growing company we’ve got limited
-resources and thus it’s imperative to make a significant impact quickly. If that
-fails, the company must learn quickly and iterate. When the messaging is
+Consistency of messaging is important; with our growing company we’ve got
+limited resources and thus it’s imperative to make a significant impact quickly.
+If that fails, the company must learn quickly and iterate. When the messaging is
 consistent the company can learn faster and have a structured approach to these
 iterations.
 
-For guidance on how to express our brand in writing and communication style, see [Brand Personality, Tone of Voice & Character](/handbook/customer/marketing/brand-voice/)
+For guidance on how to express our brand in writing and communication style, see
+[Brand Personality, Tone of Voice & Character](/handbook/customer/marketing/brand-voice/)
 
-Please also read the [Company Mission](/handbook/company/strategy/#flowfuse%27s-mission)
-before diving into the messaging.
+Please also read the
+[Company Mission](/handbook/company/strategy/#flowfuse%27s-mission) before
+diving into the messaging.
+
+[Who we are]() ....
 
 ## Audience
 
@@ -35,33 +39,39 @@ our software being grass-roots.
 ### Ideal Customer Profile (ICP)
 
 FlowFuse appeals to a broad range of customers, many of which do not fall into
-our 'ICP'. That's not to say FlowFuse shouldn't cater to this audience, but
-does 
+our 'ICP'. That's not to say FlowFuse shouldn't cater to this audience, but does
 
 1. Manufacturing or industrial company
-    1. Tier 1: Automotive, Pharma, Renewable energy
-    1. Tier 2: Electronics, Semiconductor, Chemical, Oil & Gas
-    1. Tier 3: Food & Beverage, Mining, Water & Wastewater
-1. Greater than $500 million in annual revenue. The need to have sufficiently large budgets to purchase FlowFuse.
-1. Greater than 500 employees. The company needs to be large enough to have internal IT and/or OT people on staff.
+   1. Tier 1: Automotive, Pharma, Renewable energy
+   1. Tier 2: Electronics, Semiconductor, Chemical, Oil & Gas
+   1. Tier 3: Food & Beverage, Mining, Water & Wastewater
+1. Greater than $500 million in annual revenue. The need to have sufficiently
+   large budgets to purchase FlowFuse.
+1. Greater than 500 employees. The company needs to be large enough to have
+   internal IT and/or OT people on staff.
 1. Node-RED interested
 1. Established Digitalization strategy
 
-See also the description of [our market](/handbook/company/strategy/#the-market).
+See also the description of
+[our market](/handbook/company/strategy/#the-market).
 
 ### Prospect Stages (Node-RED Awareness)
 
-When considering messaging, sales conversations and how we communicate our value as
-a product and company, wan important factor for us at this stage is how aware of
-Node-RED the prospect/customer is.
+When considering messaging, sales conversations and how we communicate our value
+as a product and company, wan important factor for us at this stage is how aware
+of Node-RED the prospect/customer is.
 
 We classify a customer into one of five "stages":
 
 - **Stage 0: Unaware of Node-RED** No knowledge of Node-RED and what is does
-- **Stage 1: Node-RED Discovery** Aware of what Node-RED is, and may have dabbled with it a little, without using it in-depth
-- **Stage 2: Value of Node-RED** User has used Node-RED in their own personal projects,  or for professional proof-of-concepts
-- **Stage 3: Node-RED in Production** Person has built and deployed Node-RED in a professional, production, environment
-- **Stage 4: Node-RED at Scale** User has over 5 x Node-RED instances running in a production environment
+- **Stage 1: Node-RED Discovery** Aware of what Node-RED is, and may have
+  dabbled with it a little, without using it in-depth
+- **Stage 2: Value of Node-RED** User has used Node-RED in their own personal
+  projects, or for professional proof-of-concepts
+- **Stage 3: Node-RED in Production** Person has built and deployed Node-RED in
+  a professional, production, environment
+- **Stage 4: Node-RED at Scale** User has over 5 x Node-RED instances running in
+  a production environment
 
 Independent of the stage a customer is at, we need to ensure we have consistent
 messaging around the value of FlowFuse, but be aware of other value (e.g. the
@@ -73,19 +83,74 @@ pure value of Node-RED) which can still be factored into the conversation.
 
 {{ site.messaging.tagLine }}
 
-### Two sentence description
+### FlowFuse in one sentence
 
-FlowFuse is the industrial data platform that enables engineers to build, manage, scale, and secure their Node-RED solutions for digitalizing processes and operations. The platform empowers customers to seamlessly integrate IT and OT environments allowing teams to quickly connect, collect, transform, and visualise data to optimize industrial workflows.
+FlowFuse empowers teams to integrate digital systems with their physical
+ecosystems, to create and automate workflows through a low-code, end-to-end
+platform.
 
 ### About FlowFuse - 50 Words
 
-FlowFuse is the platform for building and operating self-built industrial data solutions that digitalize processes and operations. The platform seamlessly integrates into your IT and OT environments leveraging Node-RED, an open source low-code programming technology, making it easy for OT-engineers to quickly connect, collect, transform, and visualize data to interact with industrial processes. Companies use FlowFuse to manage, scale and secure their industrial Node-RED solutions.
-
+FlowFuse is the platform for building and operating self-built industrial data
+solutions that digitalize processes and operations. The platform seamlessly
+integrates into your IT and OT environments leveraging Node-RED, an open source
+low-code programming technology, making it easy for OT-engineers to quickly
+connect, collect, transform, and visualize data to interact with industrial
+processes. Companies use FlowFuse to manage, scale and secure their industrial
+Node-RED solutions.
 
 ### About FlowFuse - 150 Words
 
-For industrial companies, competition is more intense than ever. Achieving growth targets while maintaining profits takes continuous commitment to process improvement. But to innovate, your team needs seamless access to data, and the ability to rapidly build applications that can transform data into operational insights. The faster your team can collect and transform data directly from your operations, the faster you can make process adjustments that create true business value and profit.
-
-FlowFuse is the leading open source platform for building and operating self-built industrial data solutions that digitalize processes and operations. The platform leverages Node-RED, a low-code programming technology that makes it easy for your OT-engineers to quickly connect, collect, transform, and visualize data for interacting with industrial processes. Node-RED seamlessly integrates with thousands of industrial devices and 100s of protocols and data services.
-
-Founded in 2021 by Nick O’Leary, co-creator of Node-RED, companies use FlowFuse to manage, scale and secure their industrial Node-RED solutions.
+For industrial companies, competition is more intense than ever. Achieving
+growth targets while maintaining profits takes continuous commitment to process
+improvement. But to innovate, your team needs seamless access to data, and the
+ability to rapidly build applications that can transform data into operational
+insights. The faster your team can collect and transform data directly from your
+operations, the faster you can make process adjustments that create true
+business value and profit.
+
+FlowFuse is the leading open source platform for building and operating
+self-built industrial data solutions that digitalize processes and operations.
+The platform leverages Node-RED, a low-code programming technology that makes it
+easy for your OT-engineers to quickly connect, collect, transform, and visualize
+data for interacting with industrial processes. Node-RED seamlessly integrates
+with thousands of industrial devices and 100s of protocols and data services.
+
+Founded in 2021 by Nick O’Leary, co-creator of Node-RED, companies use FlowFuse
+to manage, scale and secure their industrial Node-RED solutions.
+
+## FlowFuse's Definition
+
+Built on the simplicity of Node-RED, FlowFuse adds the tools teams need to scale
+automation workflows with confidence. FlowFuse is a platform that helps
+organizations build and manage powerful low-code data applications using
+Node-RED. We make it easy to connect systems, automate processes, and build
+industrial or digital solutions — all while giving IT teams the control,
+security, and scalability they need. Whether you’re an engineer, a developer, or
+a company scaling up operations, FlowFuse bridges the gap between innovation and
+reliability.
+
+## FlowFuse in-depth
+
+FlowFuse is a software platform that helps companies manage and scale
+applications built with Node-RED, a popular visual programming tool used to
+automate tasks and connect systems. While Node-RED allows users to quickly
+create powerful applications by wiring together different building blocks, it
+becomes difficult to manage once used across many devices, teams, or
+environments. That’s where FlowFuse comes in.
+
+FlowFuse adds the structure, tools, and safety needed to use Node-RED in
+professional and industrial settings. It allows companies to organize and
+control multiple Node-RED instances, whether they’re running on the cloud or on
+physical machines like factory equipment. With FlowFuse, users can develop
+applications, test them safely, and deploy them to different environments
+without fear of breaking things. Teams can work together more effectively thanks
+to user access controls, audit logs, and centralized monitoring. It supports
+both SaaS and self-hosted models, so companies can keep full control when
+needed, especially in industries with strict security or privacy requirements.
+
+Ultimately, FlowFuse transforms the speed and flexibility of Node-RED into
+something reliable, scalable, and secure — making it suitable not just for
+individual developers or hobbyists, but for entire organizations running
+critical systems. It gives companies the confidence to innovate quickly while
+staying in control.