This is one of the very few Macro articles which reads like advertising spam.

The core of the article links to another site (http://www.black.design/messaging/) which requires users to "Write your email address here, so we can send you your custom Market Messaging".

This would surely be downvoted into oblivion if it was any other blog.

I was hoping this was going to be about designing message-passing systems.

I was actually happy it was about messaging/positioning, which are hard. There are already a lot of posts about designing messaging systems :)