In this episode of The Tech Leader's Playbook, Avetis Antaplyan sits down with Joel Benge, a strategist, author, and the mind behind "Message Therapy." With a rich and unconventional background that spans theater, video game testing, cybersecurity, and federal communications, Joel helps technical founders transform complex jargon into messaging that actually connects.
Joel unpacks the biggest reason messaging falls flat: it’s too cerebral and not nearly human enough. Drawing from Aristotle, Maslow, and his own experience in government and tech startups, Joel introduces frameworks like his “Message Therapy” card deck, a tool that blends psychology, storytelling, and gamification to uncover the true heart of a brand.
This episode is packed with actionable insights for founders, product marketers, and anyone tasked with explaining something complicated in a way that actually sticks.
If you’ve ever felt like your messaging doesn’t land or sounds like everyone else, this conversation will help you find your voice, and your big idea.
Takeaways
Joel Benge coined the term “Message Therapy” to help founders move from brainy jargon to emotionally resonant messaging.
People don’t want more data — they want their problems taken away.
Message Therapy uses Aristotle’s head, heart, and gut model to build trust, likability, and clarity.
Joel’s background in theater and government communications gives him a unique edge in helping technical teams communicate effectively.
Gamification (via his card deck) helps teams uncover buried insights through fast-paced, structured prompts.
Most messaging fails because it skips emotion and leans too heavily on logic or technical credibility.
One simple fix: print your website and highlight content using color codes for logic, emotion, and credibility to visually audit your message mix.
Outsourcing marketing too early often leads to generic, disjointed messaging without a narrative backbone.
Founders should fall in love with the problem they’re solving, not just the product they’re building.
Creating a shared "mantra" can unify internal teams and external messaging across ICPs and channels.
Emotional storytelling is just as important (if not more) in B2B and technical industries.
True differentiation comes from listening deeply, reframing language, and uncovering the beliefs and values that drive your company.
Chapters
00:00 Intro: Meet Joel Benge & Message Therapy
01:45 From Theater Kid to Homeland Security Comms
04:30 Jargon vs. Real Communication in Tech
05:50 The Birth of Message Therapy
07:00 Why Most Marketing Sounds the Same
08:30 Head, Heart, Gut: The Aristotle Framework
10:15 How Gamification Helps Teams Get Aligned
12:30 Why Jargon Kills Sales and Clarity
14:00 The "Blank Stare" Effect in Messaging
17:00 Role Clarity: Be the Peacock or the Expert
18:00 Website Fix: Use Highlighters to Audit Copy
19:45 The Curse of Knowledge Trap
21:00 Why Outsourcing Messaging Can Backfire
23:00 The Hidden Power of White Papers
25:00 Building a Database of Messaging DNA
26:45 Messaging for Multi-Sided Marketplaces
28:30 Creating Mantras That Actually Stick
29:45 Aha Moments That Unlock the Real Message
31:00 Who “Be a Nerd That Talks Good” Is For
32:30 Why Joel Created a Card Deck
34:00 Personal Advice for Technical Leaders
36:00 Sell the Result, Not the Feature
38:00 Reclaiming Authority in the Age of AI
39:30 Closing Thoughts & Where to Find Joel
Joel Benge’s Social Media Links:
https://www.linkedin.com/in/joelmbenge
https://www.instagram.com/joelmbenge
https://www.tiktok.com/@joelmbenge
Joel Benge’s Website:
https://messagespecs.com/link/
Resources and Links:
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