It always pains me when founders let good idea die in “bad packaging.” While there's a simple sequence that can prevent that and we all know it: 1. Understand what you’re actually selling — Strip away the buzzwords. What’s the core mechanism? Don't do it alone: get smart people in a room, remove constraints that stop good conversation and you'll see. 2. Understand who needs to buy it — What world do they live in? What language do they speak? What makes something “legitimate” in their context? (you probably have no idea!) 😨 3. Wrap your mechanism in their language — It's not how you want to talk about it. It's how they will understand the message! Get ego out of your system. 4. Don’t apologize for the wrapper — You're afraid of “dumbing down” but again, you're just translating value into language your audience can receive. This can be called positioning. This can be called framing. It doesn't matter how it is called. What matters is that this is how good ideas survive long enough to change things! 🤟