Contrary to the belief that messaging should be universally simple, Hexagon discovered that using specific, technology-oriented terms led to higher user engagement, dwell time, and click-through rates. This suggests users prefer concrete language over vague, high-level concepts, even if not every term is relevant to them.

The speaker lost a promising lead by describing his service with vague terms like "strategy" and "enablement." He realized he should have focused on the specific, tangible problems his service solves, like overcoming cultural differences for offshore sales teams calling into America.

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.

Teams often get stuck debating word choices ("fuel your growth" vs. "turbocharge your ROI") without realizing the underlying message is flawed. This is like "cleaning the windows on a burning building." Before tweaking copy, marketers must first ask, "What do we really mean?"

Instead of claiming to save "billions of hours," financial software company Ramp illustrates its value by showing how a single $5 cup of coffee actually costs 13 minutes in administrative waste. Starting with a small, relatable scenario makes a large, abstract benefit feel concrete and significant, as it's easier to make something small feel big than the other way around.

Vendors fail to connect with SMBs on AI because their messaging is either too technical and intimidating or too aspirational and fluffy. SMB partners and customers want clarity, not hype. They need simple, concrete use cases demonstrating tangible business value like productivity gains or automation, not visions of futuristic robots.

Go beyond features (what it is) and benefits (what it does) by focusing on 'dimensionalized benefits': how the customer's life tangibly changes after experiencing the benefit. This is the ultimate outcome people are buying, and it should be the core of your marketing message.

Don't assume even sophisticated buyers understand your unique technical advantage, like a "fuzzy logic algorithm." Your marketing must translate that unique feature into a tangible business value they comprehend. Your job is not to be an order-taker for their feature checklist, but to educate them on why your unique approach is superior.

Marketers focus so much on being clear and compelling that their messages become generic ("made easy"), over-hyped ("predictable revenue"), or cryptic. This creates a disconnect between what companies say and what buyers actually understand, because the core meaning is lost.