Start with real differentiators, add proof, and name tradeoffs—write for one talent segment at a time.

Avoid generic EVPs by refusing to write for “everyone.” Pick priority talent segments and answer: what do they want, what do we uniquely offer, and what evidence proves it? Use specifics: types of problems, pace, autonomy, standards, learning loops, and how success is recognized. Replace adjectives with examples (“ownership” becomes what you own; “growth” becomes how you grow). Include tradeoffs (“fast pace, high accountability”) so it feels honest. Then pressure-test: could a competitor swap in their logo and keep it true? If yes, it’s generic.