In today’s AI-saturated tech landscape, complexity is cheap — but clarity is rare. As every IT services firm races to showcase “GenAI orchestration” or “multi-modal LLM pipelines,” audiences are tuning out. The real differentiator? Simplicity.
A new opinion piece by Jaspreet Singh calls out the industry’s reliance on acronyms and abstract promises. In an environment where decision-makers have less than eight seconds of attention to spare, brands that fail to communicate value quickly are dead on arrival.
The solution isn’t to dumb things down — it’s to make them matter. A CIO doesn’t need a lecture on vector databases. They need to hear how your AI solution cut processing time by 60% and saved $3 million. It’s about relevance, not rhetoric.
The most successful tech brands — Slack, Stripe, Apple — have thrived not by flaunting their tech, but by focusing on outcomes. “Be less busy,” “Payments infrastructure for the internet,” and “Think Different” are masterclasses in clarity.
In B2B AI marketing, Singh argues, it’s time to replace “industry-leading” with proof points, and center narratives on the customer’s success, not the provider’s capabilities. Editing ruthlessly, applying the WIFM lens (“What’s in it for me?”), and elevating the user’s journey can transform complex offerings into compelling stories.
In a market where everyone is saying the same thing in a different dialect, the brand that speaks plainly will be the one that’s heard.