We scribble notes on an already crowded whiteboard, surrounded by the buzz and hustle of one of San Francisco's popular co-working spaces. Across from me is the head of marketing for one of the startups I first invested in as an angel. The founder had asked me to weigh in on their first major product launch plan, and I see they have a lot of good ideas, but the big picture is missing. The rollout lacks one cohesive message that will tie it all together.