I was introduced to Daniel Dennett's concept of the intentional stance via Seth Godin. It reads like marketing strategy 101 for being customer-centric with your messaging:

Here is how it works: first you decide to treat the object whose behavior is to be predicted as a rational agent; then you figure out what beliefs that agent ought to have, given its place in the world and its purpose. Then you figure out what desires it ought to have, on the same considerations, and finally you predict that this rational agent will act to further its goals in the light of its beliefs. A little practical reasoning from the chosen set of beliefs and desires will in most instances yield a decision about what the agent ought to do; that is what you predict the agent will do.

I translate this as:

1. Acknowledge the entity you are talking to is both a human being and a rational agent capable of making its own decisions (you're making an appeal—an ask—not coercing or commanding)
2. Determine what (you believe) this entity believes: experiences, values, foundations, local reality, etc.
3. Determine what (you believe) this entity desires: dreams, aspirations, self-talk, role models, etc.
4. Determine what (you believe) this entity will do, given its beliefs, to satisfy its desires: actions, means, consideration set, etc.

With that base you can then craft your messaging.

What is the narrative the entity is telling itself?

How does your brand fit within that narrative?

What is it seeking?

How do you call attention to your solution?