Astronautisté Messaging Guide v1.0

Message Architecture

Three-tier messaging hierarchy: Core Message → Pillars → Tactical Messages

Tier 1: Core Message

Primary Message

“Myšlet Hvězd, Jednat Vědecky”

Translation: “Think Stars, Act Scientifically”

Meaning: We apply scientific rigor and technological sophistication to solve problems that seem beyond reach. Our aspirations are cosmic; our methods are empirical.

Supporting Explanation:

Hvězdy = unlimited potential, inspiration, big-picture thinking
Vědecky = evidence-based, rigorous, methodical, transparent
Kombinace = ambition grounded in reality

Tier 2: Pillar Messages

Pillar 1: Collaborative Wisdom

Message: “Největší objevy vznikají, když se různé perspektivy spojují”

Translation: “The greatest discoveries arise when diverse perspectives unite”

Context: Used for community-building, team dynamics, open-source initiatives

Examples:

Webinar promotion: “Join us for a cross-disciplinary conversation on quantum economics”
Community announcement: “Our members come from 50+ countries and 100+ fields—together, we’re unstoppable”
Partnership messaging: “Collaboration amplifies impact”

Pillar 2: Empirical Truth

Message: “Důkazem říkáme pravdu; domněnkami ne”

Translation: “We speak truth through evidence; speculation we leave to others”

Context: Used for technical documentation, research announcements, data-driven claims

Examples:

Methodology post: “Our analysis is grounded in 18 months of real-world data”
Correction statement: “We were wrong. Here’s what our new data shows”
Success metrics: “78% improvement, validated across three independent audits”

Pillar 3: Technology for Humanity

Message: “Technologie bez empatie je jen nástroj; s empatií se stává mostem”

Translation: “Technology without empathy is merely a tool; with empathy, it becomes a bridge”

Context: Used for ethical AI, accessibility, social impact

Examples:

Product launch: “We designed this for humans—tested with real users facing real problems”
Crisis response: “Our tools are free to organizations fighting climate change”
Accessibility announcement: “Full support for 12 languages + screen readers from day one”

Pillar 4: Perpetual Learning

Message: “Každá odpověď přináší nové otázky — a to je krása”

Translation: “Every answer brings new questions—and that’s the beauty”

Context: Used for educational content, admitting uncertainty, long-term vision

Examples:

Course announcement: “This 8-week program transforms how you think about data”
Uncertainty statement: “We don’t know. Here’s what we’re learning”
Future roadmap: “Next year’s challenges become this year’s research agenda”

Tier 3: Tactical Messages

By Channel

Website / Marketing

Message Type	Tone	Example
Homepage hero	Inspiring, clear	“Join the Scientific Revolution”
Feature highlight	Specific, benefit-driven	“Analyze 100M data points in 60 seconds”
Social proof	Credible, understated	“Trusted by 500+ research teams”
CTA	Action-oriented, urgent	“Start your free trial—no card required”

Product/Technical

Message Type	Tone	Example
Onboarding	Encouraging, helpful	“Let’s set up your first analysis”
Error message	Clear, solution-focused	“Invalid API key. Generate a new one [here]”
Confirmation	Warm, assured	“Your analysis is queued. Updates via email.”
Feature release	Excited, technical	“v2.3: GPU acceleration + 40% faster computation”

Community/Education

Message Type	Tone	Example
Course intro	Inspiring, ambitious	“Master the craft of scientific data visualization”
Mentorship pitch	Personal, supportive	“Your mentor has 20+ years in astrophysics”
Event announcement	Engaging, inclusive	“Webinar: 5 women astrophysicists changing the world”
Discussion prompt	Curious, open	“What’s the most underrated scientific tool you use?”

Message Playbook by Scenario

Scenario 1: New Feature Launch

Message Framework:

Problem: What pain point does this solve?
Innovation: How is our solution different?
Impact: What becomes possible now?
Proof: Real example or early user quote

Example Headline: “GPU-Accelerated Analysis: 10x Faster, Same Precision”

Supporting Messages:

“Your datasets have outgrown traditional tools. Ours haven’t.”
“Processing 1 TB of genomic data now takes minutes, not hours”
“Early user quote: ‘This changed how we do discovery’”

Scenario 2: Product Pivot / Direction Change

Message Framework:

Listening: We heard your feedback
Rationale: Here’s why this matters
Continuity: What stays the same
Timeline: When and how we transition

Example Opening: “We’re expanding beyond climate science because the tools we built apply everywhere”

Key Messages:

“Your problems aren’t specialized—they’re universal”
“Core values of rigor and transparency? Non-negotiable”
“Migration is free; we’ll help every step”

Scenario 3: Crisis / Bad News

Message Framework:

Acknowledge: What happened (clearly, quickly)
Own: Responsibility without excuses
Fix: What we’re doing about it
Learn: How we prevent it next time

Example: “We had a 2-hour outage on June 15. Our database failover didn’t trigger automatically. That’s on us.”

Follow-up Messages:

“Affected: X users, Y GB of data. All recovered; zero loss.”
“Root cause: Configuration mismatch in our Kubernetes cluster”
“Prevention: Automated failover testing every 6 hours starting next week”

Scenario 4: Competitive Pressure

Message Framework:

Acknowledge: They do X well
Differentiate: Here’s where we excel
Value: Why it matters to you
Proof: Evidence, not claims

Example: “Competitor A is faster at Y. We chose depth over speed—and here’s why that matters”

Key Messages:

“We optimize for correctness first, speed second”
“Our algorithm has 0.0001% false-positive rate; theirs: 2%”
“In science, accuracy isn’t negotiable”

Tone Guidelines by Audience

Developers

Tone: Technical, precise, efficient Do:

Use exact specs and measurements
Show code examples
Explain the “why” behind decisions

Don’t:

Use marketing-speak
Oversimplify technical concepts
Make unsupported claims

Example: “Our REST API supports 10,000 req/s per node with <100ms p99 latency”

Research Scientists

Tone: Rigorous, collaborative, humble Do:

Cite sources
Admit limitations
Frame findings in context

Don’t:

Overstate implications
Use unsubstantiated claims
Dismiss dissenting research

Example: “Our peer-reviewed study (Nature 2026) shows X. Related work by Zhang et al. suggests Y. Open questions: Z”

Business Decision-Makers

Tone: Results-focused, strategic, clear Do:

Lead with business impact
Quantify benefits
Show ROI

Don’t:

Get lost in technical details
Use jargon without explanation
Make unrealistic promises

Example: “Increase model accuracy by 15%, reducing decision costs by €2M annually”

General Public

Tone: Accessible, engaging, inclusive Do:

Explain complex concepts simply
Use relevant analogies
Tell stories, not just facts

Don’t:

Dumb down the subject
Use condescending language
Oversimplify to distortion

Example: “Think of neural networks like how your brain learns—by adjusting connections based on experience”

Forbidden Messages

Anti-Patterns (Never Say)

❌ “We’re the only one that does X”
- ✅ “We’re one of few teams building this approach”
❌ “Guaranteed results”
- ✅ “Results depend on data quality and methodology”
❌ “AI will solve everything”
- ✅ “AI is one tool in a larger scientific toolkit”
❌ “Our customers/users never have problems”
- ✅ “We work closely with users to solve problems together”
❌ “We’re disrupting X industry”
- ✅ “We’re offering a different approach to X”

Message Testing & Validation

A/B Test Template

Variant A (Current): [Message]
Variant B (Test):    [Alternative]

Test Metric: Click-through rate / Sign-up rate / Engagement
Sample Size: Minimum 1,000 impressions
Duration: 2 weeks

Success Criteria: Variant B > Variant A + 10% with 95% confidence

User Feedback Loop

Test message with 5–10 target users
Ask: “What does this message mean to you?”
Note confusion points, emotional responses
Iterate
Soft-launch to 25% audience
Monitor metrics before full rollout

Message Calendar & Themes

Annual Messaging Calendar

Month	Theme	Key Message
Jan	New Beginnings	“What will you discover in 2026?”
Mar	Women in Science	“Celebrating female pioneers”
Jun	Open Science	“Knowledge should be free”
Sep	Autumn Learning	“Enroll in a new program this fall”
Oct	Data Privacy	“We protect your research—always”
Dec	Year in Review	“Here’s what our community learned”

Evergreen Content Rotation

Customer success stories (1/week)
Research briefs (2/month)
Feature tutorials (2/week)
Community highlights (1/week)

Message Governance

Approval Workflow

Draft: Team proposes message
Brand Review: Does it align with Core Message?
Accuracy Check: Scientific/technical accuracy validated
Tone Review: Consistency with audience guidelines
Legal Review: Compliance and liability check (if needed)
Publish: Approved and scheduled

Change Management

Major messaging changes: 30-day notice to stakeholders
Deprecated messages: 60-day transition period
Version tracking: All updates logged with date/author

Appendices

A1: Competitive Message Matrix
A2: Crisis Communication Template (Detailed)
A3: Social Media Message Examples
A4: Email Newsletter Formats
A5: Presentation Slide Templates

Messaging Guide Version: 1.0
Last Updated: 2026-06-15
Owner: Brand & Communications Team
Next Review: 2026-09-15
Status: Active, approved for use