The Startup Identity Crisis: Why no one knows what you do —and how to fix it with clear messaging
This might seem too straightforward.
And it might feel too obvious.
But here’s the truth:
You need to stop trying so hard to be clever.
We’ve all been told that a catchy slogan or a clever tagline will make our product memorable.
That we need to craft the perfect brand story, create an emotional connection, and weave a narrative that pulls people in.
But there’s a problem.
People are tired.
They’re tired of guessing what you’re selling.
They’re tired of being wooed by fancy words and fluffy promises.
They’re tired of having to dig through endless jargon to figure out what your product actually does.
So what’s the alternative?
It’s simple…
Just say what you do.
In a world where everyone is trying to stand out by being clever, the most powerful thing you can do is be clear.
When everyone is zigging—crafting the perfect story—you zag and just tell people what your product actually does.
Why does this work?
Because clarity cuts through the noise.
It gives people exactly what they need—quickly.
And in a world where attention spans are shrinking, that’s your golden ticket.
Here’s the process:
No frills. No fluff. Just clarity.
Real Examples:
Calendly: “The best way to schedule meetings online.”
Stripe: “Payments infrastructure for the internet.”
Slack: “Where work happens.”
They’re not trying to be clever. They’re not hiding behind fancy words. They’re just telling you what they do.
And it works.
The Secret?
It’s not about dumbing down your message. It’s about respecting your audience’s time and intelligence.
Because when you clearly state what your product does, you eliminate the guesswork, build trust, and make it easier for people to say “yes.”
In a world full of noise, be the signal.
And the best way to do that?
Simplify your messaging.
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