Here’s a tip for those who work in tech companies and have to sell technical products or services or communicate the company vision to people who don’t have the same technical knowledge.
The mistake I often see is that these companies only talk about themselves, their product, their service or their technology. And I get that, because for them their product is somewhat like a child. But for their communication to be effective, what they should do instead is talk about why their product, service or technology is important and how it can help people and companies.
Why is your product important and how can it help potential customers? That's what you should be talking about.
Of course, there are situations where you have to go into detail when explaining your technology, but that doesn’t mean that you are free from the responsibility – even in these situations – to help others understand how and why your technology is useful for them.
The best way to do this? Storytelling. Quite simply, you can tell stories that illustrate cases where your technology is used. For example, what are the three scenarios where your product is useful? That's how you transform something abstract (like a new technology which could be hard to understand) into something concrete.
And this works commercially as well. Think about it, when you identify situations where it's useful to apply your technology, you're also providing a potential customer with possible reasons to buy it.