Go beyond simply describing customer pain points. Give their core problem a unique, memorable name (e.g., "the invisible sales team"). This act of naming establishes you as an expert, builds instant credibility, and gives the prospect a new lens through which to view their challenge.

Instead of using confusing industry buzzwords, Typeform focuses its product positioning on the direct value delivered to customers. By naming features based on their outcome (e.g., "Translate AI"), they make the technology approachable and clearly communicate its benefit, which is crucial for their SMB audience.

Go beyond simple customization and build proposals using the customer's own words and lingo from discovery calls. Reflecting their exact language back to them proves you listened and understood their unique pain. This makes them feel heard and emotionally connects them to the solution, creating urgency.

Your team's internal names for features often confuse customers. Systematically harvest the exact words customers use to describe outcomes during sales or support calls and use that language to rename features. This self-identifying language, used by Apple (e.g., "AirDrop," "Retina Display"), makes products instantly understandable.

In legacy companies, evangelizing product jargon like 'discovery' or 'iteration' is alienating and can seem arrogant. Product managers gain more traction by using stakeholders' own language, focusing on solving their problems, and reframing product processes as simple, tangible requests for feedback, not philosophical debates.

Many teams sprinkle buyer-friendly words onto existing product-centric messages. This is ineffective. Instead, the core message should be constructed from the ground up using the buyer's native language and how they frame their own problems, making it inherently resonant.

Abstract jargon like 'real-time visibility' is meaningless to buyers. To make messaging punchy, translate these abstractions into concrete language that describes the buyer's actual experience, like changing 'high performance' to 'V8 engine.'

While there are infinite logical ways to describe your product, only one will resonate. It must directly mirror the customer's "Pull." If they need "visibility into AI failures," your pitch must be "we give you visibility into AI failures." Any other framing is a distraction that will cause confusion.

The tension between sales and marketing is often a language barrier, as each team describes the product and buyer differently. Creating a unified "dictionary" based on the customer's actual language eliminates the need for internal translation, allowing both teams to finally speak as one.