What should our messaging emphasise beyond cost savings?

Lead with what customers can accomplish through your support, rather than treating a lower delivery cost as the whole proposition. For 2X, the challenge was to move from a behind-the-scenes operator to a growth partner while keeping CMOs at the centre. The Frameworks listened to employees and stakeholders and examined competitors before developing The 2X Effect: a way to express the capabilities 2X gives marketers, including delivering bigger results without bigger budgets and scaling teams without increasing headcount. The useful shift is from describing delivery support to explaining how that support helps customers contribute as business leaders. Cost remains relevant, but sits within a broader account of capability and impact. A 2025 Deloitte finding, reported by Business Standard, found that among surveyed organisations represented by business and functional leaders in India across multiple industries, 28% prioritised greater business-strategy alignment from outsourcing partners, compared with 25% prioritising performance quality and 19% prioritising cost savings.

Make business-building the organising idea in customer-facing language and content, not just a claim in a positioning document. For 2X, The Frameworks developed a verbal identity that shifted the conversation from cost-saving to business-building through direct messaging and playful copy drawing on the X in the company name. The website put that approach into practice: content was restructured around audience needs, with storytelling that placed CMOs at the centre. Employee playbooks and social templates extended the brand internally and externally. The Frameworks also connected the narrative across strategy, content and design, linking the positioning of 2X employees as thoughtful pioneers with the identity and the impact expressed by The 2X Effect. The practical lesson is to let the customer's business contribution shape both the message and how the story is told across channels.