Your customer wasn’t in the meeting.

You know too much

Your team knows the product history, the constraints, the strategic priorities, and the reason behind every feature. Your customer is arriving without that context. Language that feels obvious inside the business can be opaque outside it.

Start with the situation

Before explaining what you built, describe the moment in which someone needs it. What are they trying to accomplish? What feels difficult, costly, uncertain, or frustrating? A recognizable situation gives the rest of your message somewhere to land.

Your message has to work for someone who is encountering the idea for the first time.

Translate without flattening

Clarity does not require making every idea simplistic. It requires giving people the context they need, in the order they need it. Use familiar language to establish the point, then introduce the detail that helps them judge it. Technical precision can follow a clear explanation.

Try this with your team

Choose a paragraph from your website. Underline every phrase a new customer might need explained. Rewrite the paragraph as an answer to one real question they might ask. Keep the details that help them decide. Remove the language that mainly signals how much your team knows.