Dear Tech Innovators,
I deeply appreciate the brilliance behind your technological breakthroughs. I'm constantly in awe of the immense talent dedicated to advancing ways to leverage digital for a better analog life (the topic of my first post in 2000)
I am eager to learn more during the evolution of blockchain, AI, IoT, and other technologies related to Web3 and beyond.
However, I’ve seen many tech companies struggle to convey their value outside of technical circles. The inclination is to think “if we build it, they will come,” but today’s market is noisy with countless distractions and competitors. Your buyers aren’t solely tech-focused ... they mostly just care about their end customer utility.
I have learned first-hand how to embrace marketing and communication strategies that translate technical expertise into compelling value propositions.
It starts with simply being more informative ... and ends with your dreams coming true.
“Disruptive technology should be framed as a marketing challenge, not a technological one.” - Clayton M. Christensen, The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail
The most basic techniques include explaining it to your parent or a child. There are also many benefits from an infographic demonstrating the flow of your data and value - see examples here.
4 Practical Approaches:
If you're a tech then you don't want to hear from a bizdev Suit... So here's the shortcut... Demonstrate that your company is a cohesive team that all agree on two things. The first is the single value proposition... The second is that you all strive for Customer success.
1) Focus on Use Cases: Demonstrate how your technology enables real-world solutions. For example, show how your protocols ultimately change lives by enhancing transparency and identification in supply chain or enable decentralized ownership and distribution with accountable transactions (monetary, earned access etc.). Buyers connect with concrete examples.
2) Simplify Messaging: Explain your technology in clear language and relatable analogies, avoiding insider jargon. Make it understandable to non-technical audiences. How do you describe it to a child or your Dad?
3) Spotlight Industry Impact: Position your team as thought leaders driving your industry forward. Share unique insights into market trends and future opportunities. Differentiate between implications and applications for your solutions
4) Build Educational Content: Create explainers, videos, whitepapers and blog posts that break down complex concepts into digestible pieces. Make learning about your tech as painless as possible.
4) Foster Community: Host events and conferences to engage directly with your customers and their customers. Participate in relevant communities to build grassroots enthusiasm. Ask them. Listen.
OUR MUTUAL GOAL ...
Think beyond the technology itself. Articulate the human value, market impact and competitive differentiation. With compelling messaging and strategic marketing, your brilliant innovations can capture hearts, minds and market share.
I see the immense potential in your technologies. With the right communication strategies, we can build bridges between your technical genius and the buyers and partners who will embrace a better future powered by your solutions.
The future is yours to shape.
I'm here to amplify your vision.
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