The plain language test

When you describe the mechanism, how your product works, there is a simple test that catches the single most common mistake.

Read your Product Story aloud

Read your Product Story aloud, and count how many times you say platform, solution, ecosystem, leverage, or seamless. If the answer is more than zero, rewrite those sentences. Jargon is what a company reaches for when it has not yet done the work of describing the real change in plain words. Describe what happens, in the order it happens, the way you would explain it to a smart person who has never heard of your category. Henrik does not need to understand the carbon markets. He needs one conversation, one report, and one decision: is he willing to try, with this one field. That is the mechanism in plain words, and a farmer can act on it.