Who we are

Our practice focuses on message strategy development for business-to-business technology and software companies. Messages that Matter was founded in 2001 by Lawson Abinanti and Barry Briggs. Barry retired several years after the company was founded. We have been in business long enough that many software companies we’ve helped no longer exist such as Applix, Crystal Decisions, Epic Data, FRx Software,  Navision and Timeline.

Lawson Abinanti

Lawson has more than 25 years of executive management experience in the software industry. As a marketing, sales, and business development professional, he recognizes the importance of marketing messages in building product awareness, consideration, and trial. During his tenure as director of product marketing at Navision Software a/s, Lawson was responsible for the development of world-wide positioning strategies for over 20 Navision products. His previous experience as vice president of marketing for Timeline and TM1 Software and director of marketing at Applix has given him in-depth understanding of the B2B category. Prior to entering the software industry, Lawson worked as a professional journalist.

Let’s Get Started
Call us at (425) 688-0104 or email lawson@messagesthatmatter.com to discuss how we can assist. We offer workshops at your company’s location or via the web; Check out our latest blog post..