Whilst it might be a necessity to articulate the nitty gritty of a technology, software or platform somewhere, this is often given priority at the expense of the wider, more human and beneficial story.
Complexity stymies simplicity.
Many tech brands are missing the opportunity to connect in a much more powerful way.
It’s no coincidence that so many tech firms thrive when they become human, literally, in the form of a meeting or presentation.
What you may not know about your clients and how they choose you:
Decisions are based on emotion – this is scientifically proven. Post-rationalisation comes after.
Key decisionmakers may be far less interested in explanations and details than you think.
Why?
They’re rarely tech people.
They’re interested in:
What it can do for them, what’s required, simplicity and ease of experience.
Obsession with trying to explain the tech can block more influential messages and the key thing that drives decisions: what people should feel.
The whole point here is to stand out, be distinctive and ultimately to move people.
To achieve change, something will have to change with you too. But what feels like a risk will be nothing of the kind if the right thinking is in place.
The real risk? Just stay how you are.
I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.
Maya Angelou
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See our rebrand of tech firm Conjura.
