Lost in Translation (5) – How Language-Driven Perceptions Define Product Boundaries

When you think about "knowing" what does it mean to you?

In English, "to know" is a single verb, whether you're discussing knowing a fact, a skill, or a person. But in French, this concept splits into two distinct verbs: savoir (knowing facts, information, or how to do something). and conna?tre (knowing someone personally or being familiar with something through direct experience).

This linguistic distinction reflects more than grammar. it actively shapes how speakers of each language engage with the world.

For a French speaker, savoir knowledge is abstract and intellectual: knowing that Paris is the capital of France or how to solve a math equation. Conna?tre, on the other hand, is experiential and relational: knowing Paris by walking its streets, feeling its rhythm, and understanding its culture. These two ways of "knowing" frame decisions and interactions differently: a French speaker might hesitate to claim true understanding of something they’ve only encountered intellectually, while an English speaker might equate familiarity with expertise.

Neuro-Linguistic Programming (NLP) further suggests that language doesn’t merely reflect our thoughts, it shapes them, influencing our behavior and perceptions in powerful ways. These differences in language can subtly direct how we perceive and interact with reality, whether it's in day-to-day life or in translating innovations into actionable products.

In life sciences, this distinction between savoir and conna?tre offers a powerful metaphor for translating innovation into practice. R&D often operates in the realm of savoir: uncovering mechanisms, optimizing conditions, and generating data in controlled environments. However, the market operates on conna?tre: understanding how a technology integrates into real-world workflows, fits patient lifestyles, and aligns with diverse healthcare systems.

Consider genomic testing. Genomic testing was initially positioned as a tool for diagnosing genetic diseases or determining an individual’s risk of developing conditions like cancer, Alzheimer’s, or heart disease. The technology was framed as a reactive tool, something to be used when at risk of a condition, rather than as a proactive tool for everyday health decisions. The real opportunity, however, lay in a broader, wellness-oriented market. As interest in personalized health and wellness optimization grew, a large segment of health-conscious individuals, seeking ways to optimize their nutrition, fitness, and overall lifestyle, was overlooked by the language of genetic testing. This audience wasn’t concerned with genetic diseases but with understanding their genetic blueprint to tailor their wellness, from diet to exercise routines to mental well-being.

In its early days, a major genomic testing company positioned itself as a genealogy and health risk tool, focusing on genetic risks for diseases like Alzheimer’s and cancer. The company’s language emphasized disease terminology (“genetic predispositions,” “disease risks,” and “gene mutations”), which reflected the developers' own language-based perceptions of the product, inadvertently missing a significant market opportunity due to the rise of health-conscious consumers seeking personalized wellness insights. When attempting to adapt to the wellness market, the company offered ancestry information, but it was not enough to sustain growth.

Had the developers shifted their linguistic perspective and understood genetic data as a means to not only identify disease risks but also to optimize health, they might have developed features catering to a much wider audience. The internal spoken language may have contributed to conceptually missing the market ?opportunity already existing in the developed product.

The Linguist’s Dilemma

A linguist tried to make a stand,

With perfect grammar, clear and grand.

But when they spoke, the meaning swirled,

And left them baffled, quite disturbed.

"The rules are set, the syntax fine!"

They said, but meaning took its time.

For language, like a playful sprite,

Can twist and turn, then hide from sight

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