Japan Study TripTo Japan Leadership Immersion: A Data-Driven Approach to Messaging and Positioning

When I invited Katie Anderson onto the Consulting Matters podcast, we talked about the ROI she achieved by elevating her strategic positioning and messaging. What we didn’t cover in depth on the episode was the behind-the-scenes process that completely shifted the way I now approach brand messaging for my clients. Today, I want to take you inside that process and show you how data-driven insights transformed Katie’s Japan Study Trip into the Japan Leadership Immersion.

Why Positioning Matters More Than Ever

Katie already knew her Japan trips were transformational. Participants came back with life-changing insights and stories, but her website and testimonials didn’t fully reflect the depth of value she was providing. The disconnect wasn’t about delivery, it was about how the transformation was communicated.

That’s where strategic positioning and messaging came in. By uncovering what participants truly experienced and putting their words at the heart of her messaging, we were able to capture the real ROI of her program.

Step 1: Asking Better Questions

If you want better testimonials and sharper messaging, you need to start with better surveys. Instead of asking vague questions like “What did you learn?” or “Did you enjoy it?” we designed a survey that walked participants through their full transformation journey:

• What motivated you to go?

• Why Japan, and why Katie?

• What impact and outcomes did you experience?

• How is this program different from anything else you’ve done?

The answers we received told a powerful story, one that could finally be translated into clear, compelling copy.

Step 2: Turning Feedback Into Case Studies and Testimonials

Every participant response was turned into a mini case study and then into a benefit-driven testimonial. This gave us messaging rooted in transformation, not just endorsements. Suddenly, we weren’t just saying “this trip is valuable,” we could show exactly how participants’ lives and leadership styles had changed.

Step 3: Analyzing Themes to Uncover Hidden Value

As I analyzed the responses, themes began to emerge:

• Lean practitioners were frustrated with how Lean was practiced and wanted to re-ignite their passion.

• Operations executives knew traditional Western approaches weren’t enough and wanted new leadership insights.

• Intact teams sought deeper relationships and a collective shift in how they approached excellence.

And the emotional thread running through it all? Participants chose Japan because it’s the birthplace of Lean and they chose Katie because of her book, her philosophy, and the immersive, people-first experience she delivers.

Step 4: Crafting Messaging That Writes Itself

Once we had participants’ exact words, everything clicked. We realized Katie wasn’t just offering a “study trip.” She was delivering a holistic leadership immersion that accelerated transformation in just one week.

Armed with this insight, we:

• Renamed the program from Japan Study Trip to Japan Leadership Immersion.

• Structured her website messaging around transformation, not logistics.

• Embedded participants’ own words directly into the sales page.

The result? Clearer positioning, stronger credibility, and messaging that speaks directly to her audience’s needs.

The ROI of Data-Driven Messaging

For Katie, the impact was immediate: confidence in pricing, clarity in her offer, and messaging that finally matched the transformational results her clients were experiencing.

For me, this project reshaped how I work with clients. Instead of waiting until later to collect qualitative data, I now bring it to the very start of every engagement. The result? Faster clarity, stronger copy, and marketing that feels authentic because it’s grounded in client voices.

Key Takeaway: Your Clients Already Have the Words You Need

The secret to powerful brand messaging isn’t sitting in your head, it’s sitting in your clients’ experiences. When you capture their transformation stories and use their own words, you don’t just write copy. You build positioning that resonates, converts, and inspires trust.

👉 Curious to see the final product? Check out Katie Anderson’s Japan Leadership Immersion Experience here: https://kbjanderson.com/japantrip/

And are you looking to transform your own brand positioning and messaging like Katie? Here is what you can do next:

1. Get proven strategies to get you the clarity & confidence you need to go after the consulting or coaching clients, impact & income you’re ready for. When you know the value of what you do and convey it with clarity, building a highly profitable, purpose-driven consulting or coaching business isn’t just possible, but inevitable! (even in challenging economic times) So, I laid out the steps to get you there: https://www.betsyjordyn.com/opt-in

2. If you’re ready to uncover the words and positioning that make your offer irresistible, let’s talk. Book a discovery call today and see how data-driven messaging can fast-track clarity and ROI for your business: https://betsyjordyn.as.me/schedule/5b2613ac/appointment/7676106/calendar/2389690?appointmentTypeIds[]=7676106

3.  Check out Katie's interviews on the Consulting Matters blog

   1. The ROI of Clarifying Your Brand Positioning: Lessons from My Work with Katie Anderson
   2. Why Lean Consultants Must Level Up Their Positioning and Messaging with Katie Anderson

About me: Betsy Jordyn is a brand messaging strategist and business mentor for purpose-driven consultants and coaches. With a background in organizational development—including a consulting career with Disney—she helps experts clarify their unique value, position themselves strategically, and build businesses that deliver impact, income, and personal fulfillment. Connect with Betsy Jordyn to clarify your message, elevate your brand, and attract the clients you're meant to serve. Start here → https://www.betsyjordyn.com/services