It’s always important to understand the change we seek to make.
From the messaging point of view, the more specific the change statement is, the better. One of the benefits that people get from the good messaging is clarity. Being specific contributes to the goal of clarity. When there isn’t any ambiguity about the change we seek to make, we have worked out half of the marketing work there is.
The opposite of specification is generalization.
One way that helps to get to the desired clarity in messaging is to understand ourselves. The more connected we are towards ourselves, the clearer we know the change we are trying to make. After all, the statement isn’t so much about a better world, but the commitment we make with ourselves first.