What Would You Rather Sell?
If you had one day to make $100, what would you rather sell?
🍪 Chocolate chip cookies?
💻 Technology modernization and engineering integration?
Let’s be honest: chocolate chip cookies are delicious.
Everyone knows what they are. Everyone wants one. And they cost a dollar.
You’ll hit your quota in no time.
Technology modernization? Not so tasty.
How many people are going to walk up to your stand asking for “technology modernization”?
Here’s a hint: zero.
Same goes for any jargon-laden industry term.
DevSecOps? Cloud-native platforms? Containerization? Customized foundation models?
❌ No
❌ No
❌ No
❌ NO
Jargon = Poison.
Stop talking like this. Just stop.
Being a tech firm doesn’t mean you need to confuse everyone. In fact, it's killing your chances of bringing in new business.
Let’s look at some companies that get it right:
TurboTax: “Let’s take your mind off taxes”
Adobe: “Begin your creative journey today”
Wix: “Create a website without limits”
But Steve, those are B2C companies! You’re cheating!
I know what you’re thinking: “Those are consumer-facing. We can’t have nice things—we’re a [B2B / Services / Outsourcing / SaaS] company!”
Fine. Challenge accepted.
Here are some deep-tech examples:
Docker: “Develop faster. Run anywhere.”
OpenAI: “Artificial intelligence that benefits all of humanity”
AWS: “Start building on AWS today”
HashiCorp: “Do cloud right with a unified platform”
If they can do it, you can too.
“Do cloud right” sounds borderline silly when you hear it out loud. But HashiCorp’s Terraform platform is one of the most widely adopted and respected tools in tech.
And it’s not just about taglines. Great product marketers explain things simply and clearly—at every step of the journey.
Here’s a bad example (from a top-5 IT consulting firm):
“Drive innovation and outcomes with AWS – We work with global enterprises, across all industries to build robust, modern and secure digital platforms on AWS cloud, enabling them to accelerate innovation, scale business services and improve operational agility. As a premier AWS partner, we advance your digital transformation journey through core modernization. We drive efficiencies, unlock new business opportunities and provide richer customer experiences through cloud consulting, migration and operational improvements.”
🤯 What does that even mean?
Now here’s a good example (from Mission Cloud):
“The Expertise You Need for Your AWS Cloud Initiatives – We offer a comprehensive range of services for every challenge companies face on AWS. Our team of AWS-certified experts is ready to help you on your next project, whether it’s migrating, securing, managing, or transforming a concept into a reality.”
✅ See the difference?
So let me say it one more time:
Chocolate chip cookies are delicious.
Let’s make your products tasty too. Set up a free consultation today!