Uncorking Complexity: Making Your Product Easy to Understand

Last week I went to a wine tasting class. This was not my first wine tasting class and it is unlikely to be my last. Sometimes I go to these classes for the experience of the class, hanging out with other oenophiles. Sometimes I go just to try new wines.

For first timers, wine tasting is one of those activities that is better appreciated with a bit of guidance. There are 4 S’s for evaluating wine: See. Swirl. Sniff. Sip.

• Seeing refers to the visual dimensions of the wine. At this stage, you're checking out its color, clarity and “legs” (viscosity).
• Swirling wine in a glass aerates it and releases an aroma.
• Sniffing wine allows you to inhale the aromas released by the swirling. (This is the strange stage when tasters perceive aromas like blackberries and licorice in red wine even though those actual ingredients aren't added during winemaking.)
• Sipping (the best part!) is when you swish a small sip around your mouth to coat your palate.

It’s such a simple process for a complex experience.

Just like appreciating the nuances of a fine wine, understanding a complex product requires a multi-sensory approach that goes beyond simple descriptions.

Explaining a complex product is like teaching someone how to ride a bike over the phone. You can describe the pedals, balance and motion in words, but until they see it in action or try it themselves, it’s tough to fully grasp.

If you have a complex product that is difficult to explain, there's a few things you can do to make it more understandable and appealing to your target audiences.

• Translate technical terms, rather than avoiding them. Define technical terms in plain language and connect them directly to customer benefits.
• Use visual aids, like motion design videos and explainers created by Sherene Strausberg. A short, engaging video can demonstrate your product's value proposition far more effectively than text alone.
• Provide an interactive demonstration. Give potential customers a hands-on experience with your product through interactive demos or guided tours.
• Hold a live webinar and allow time for Q&A. Webinars offer an opportunity to provide in-depth explanations and address audience questions in real-time.
• Show a real-world application by way of a case study. Demonstrate the value of your product by showcasing how it has helped other customers achieve their goals.

Just as wine tasting engages multiple senses to fully appreciate its complexity, explaining a nuanced product requires more than just words. You wouldn’t judge a wine by its label alone—you swirl, sniff and sip to uncover its depth.

Likewise, the best way to communicate a complex offering is to let people experience it through clear explanations, visuals and hands-on interactions. When done right, the ‘aha’ moment of understanding a product can be just as satisfying as discovering the perfect bottle of wine.

#productmarketing #communication #customerexperience

Katherine Hunter-Blyden is a CMO Partner at TechCXO. She is a senior marketing executive with P&L management experience. As a full-stack marketer, Katherine's experience includes brand strategy, advertising, digital marketing, sales promotion, product management, pricing and market research. Katherine helps businesses meet their goals with data-driven, quantifiable results.