<start of post>
I was talking to a founder this morning who is obsessed with "category creation."
He’s spent six months and fifty grand on a branding agency to help him come up with a name for a problem that nobody actually knew they had.
He’s proud of it. He’s got the slide deck. He’s got the fancy new terminology.
My advice? Burn the deck.
Here’s the thing...
Your customers don't wake up in the morning wishing they had a "Synergistic AI-Led Orchestration Layer." They wake up wishing they didn't have to spend four hours a day manually cleaning their f*cking spreadsheets.
We get so caught up in being "innovative" that we forget to be useful. We build these elaborate narratives to justify our existence, while the simple solution is staring us in the face.
Anyway...
I’m not saying you shouldn't have a vision. I’m saying your vision shouldn't require a dictionary for your customers to understand it.
If you can't explain what you do to a tired marketing manager in 10 seconds, you don't have a category. You have a hobby.
Stop over-engineering the message.
Use their words, not yours.
Solve the immediate pain, then show the vision.
Stop trying to be the smartest person in the room.
It’s much easier to sell a "Trojan Horse" than it is to convince someone to buy a whole new army.
Does that make sense??
🐔
<end of post>
