I recently helped a startup in the HR tech space with their messaging. In our strategy session, the team told me that “ease” was the core value of their product. They had built the platform to be easier to implement and use than legacy solutions. They even had a comparison chart to prove …
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How do you simplify complex technology, so anyone can understand it? You may think it’s about dumbing down your technology so a 4th grader could grasp it. Or finding the perfect 3 words that sum up everything. You can spend hours iterating on that stuff, and it still won’t simplify …
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I work with tech founders launching brilliant products into the world. They all struggle with one thing: simplifying their technology. We all know simple is better. Apple effectively taught that to the entire world through their products, packaging and marketing. And yet, as a founder of a …
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“Storytelling” may sound fluffy, but it’s a cunning tool for startups. We humans have been telling them since our knuckles dragged along the cave floor. Our brains are hardwired for them. Stories help us understand abstract concepts and apply them to our own lives. They make us …
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I'll admit it: every now and then, I come across messaging on a website that makes me jealous I didn’t write it myself. Like this about page from Wealthfront, a leader in robo-investing and financial planning. Despite how inhuman (and a little scary to me) “robo-investing” sounds, the copy on …
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