Lost in translation: breaking down “tech speak”.

Having worked with startups, tech companies, cyber companies and delivering marketing and communications for innovation ecosystems, I understand how the jargon can come across as too techie or just buzz.

What I have found from working with, and talking to many tech companies is the common misconception that everyone understands what you’re saying, "tech speak" that is. Depending on who you are talking to there are a portion of people who get it, but for the rest of us it can be difficult to visualise what you are saying and what you're offering.

From my experience I’ve broken it into two categories.

The customer has told you their problem and you have the solution, this prospective customer is most likely technically savvy and therefore your communication or pitch is relatable. But the thing you need to remember is, is that person going to be with you the whole way? Will there be staff turnover or account managers that you'll need to work with to get things over the line? How do you refine your pitch and message to get those people on board? Without properly thought-out communications and marketing it could lead to a barrier to upsell or secure long term engagements.

The second option is that you're trying to find customers, they haven't approached you, you're doing the leg work. You live and breathe the technology on a day-to-day basis so it can be hard to remember that this isn't everyone else's focus. This is where you must work really hard at your tech communication, because from that standpoint you're starting from scratch.

Initially I was hesitant to ask people to keep explaining their solutions, I didn't want to come across as a novice but what I've found is that asking the simple questions and getting people to keep explaining it allows improvements in how they communicate it - and how we understand it. We all know that to be good at anything it takes practice.

To get you going, here are a couple of activities you can do as a Founder or as a team to help with your product communication.

Sometimes growth can get in the way of communication, which is understandable as the market is there and you want to keep the momentum going. Although as companies hit the sharp growth trajectory it can become complicated to allocate time to developing appropriate product messages, and more often then not, you are now playing catch-up on the marketing and communications front. You may not get it right from the beginning, but having people understand what you're selling is critical. As the product evolves, the messages will too.

It is worth remembering that simplifying your message doesn't make your product less innovative. Making it easier to understand won't compromise your IP. What it will do is allow your technology to reach a broader audience and stand out. It will position you as a leader and as a brand that people can trust because you have taken the time to educate everyone along the way.

When it comes to tech communication, your product may not be for everyone, but your message can be powerful enough for people to want to be a part of your story.