Messaging is a moat

Your competitor can clone your features in three months. They can't clone clarity.

If a customer can't explain what you do to their boss in one sentence, you've already lost. They won't advocate for you internally. They won't refer you. They definitely won't renew. Complexity is expensive.

Most B2B companies think complexity signals sophistication. So they write homepage copy that sounds like: "We leverage AI-driven insights to optimize cross-functional workflows and drive measurable business outcomes." What does that mean? Who knows. Everyone's too afraid to sound simple.

But simple wins. Stripe didn't say "We provide comprehensive payment infrastructure solutions for digital commerce enablement." They said "Payments for developers." Boom. Clear.

Spend less time on your 47th product feature and more time making your homepage hero section not sound like Mad Libs for SaaS companies. Can your mom understand what you do? Can a tired VP at 11pm understand it? If not, rewrite it.

Clear messaging is a moat because most companies are too scared to be clear. They hide behind jargon because clarity requires conviction about who you're for and what you do. Be brave. Be clear.