How Much Should a Message Change for Its Audience?

A service can solve the same problem for two audiences, while each needs a different reason to care. The person using it may want to know what becomes easier in their day; the decision-maker may need to understand the value and trade-offs.

When you adapt one message for different audiences, what do you change—and what must stay fixed so the explanation remains truthful? Is there a phrase, example, or detail you use to make that distinction clear?