Take a look the way most software companies tell their stories. Most of them, frankly, suck. The messaging is tired, it lacks meaning, and doesn’t communicate differentiation. And worst of all, it requires prospects to do a translation exercise to understand the value.
One good reason for this is that communicating a technical message is hard. Getting the right words in the right order requires hard work and time.
That’s why I’ve been such a fan of Made to Stick by Chip and Dan Heath. The book provides a fast education on creating memorable messaging and some practical tools to get started. I like the book enough that I recently attended a Made to Stick workshop in New York. It was a great day and it really helped me sharpen my story.
Just check out the before and after videos.
Before
After
