“Wait until you hear about our amazing new technology!” the CEO exclaimed to a group of potential hospital executives. With great enthusiasm he spewed out more jargon-laden technical details than anyone cared to hear. Deep inside, the CEO sadly wondered why his audience is less than totally entranced.
This unfortunately happens a lot. Really smart people make this mistake. Why? They let their passion blind them. They get carried away with their own stuff, lose sight of the customer perspective, and give way too much information (TMI). And they somehow convince themselves that their audience needs to know all about the technology in order to appreciate it.
Maybe it’s the CEO of a biotech start-up who spent years developing her ideas and designing prototypes. She really truly believes her technology is super-amazing. And maybe it is. Or perhaps it’s the product manager enamored of all the specs and product requirements his engineers are diligently working on to bring their next gen device to life. Or it may be the marketing person who is expected to give customers ALL the data her team thinks is important.
Note that the issue is NOT whether your technology or device or software really is amazing. It doesn’t matter. What does matter is that your customers care about your product. That requires you to give them just enough information (JEI) so they know what it is they are caring about and why. Remember JEI: Just Enough Information.
One challenge in shifting from TMI to JEI is what Noble Prize-winning economist Daniel Kahneman calls the “illusion of validity.” That is, when people hold onto their judgment even in the face of contradictory evidence.
How does this play out? Let’s say you’re pitching your product and go overboard with TMI. You know customers and investors are tuning out. You’ll come up with all kinds of reasons why that happened. But they won’t include TMI. You’ll manage to “protect” your belief that others need to know all about the technology.
It’s not logical. Somewhere inside you, you know better. But it’s a tough to surrender that yearning to tell the world all about the technology you care so deeply about and know so well.
The good news is you can redirect that passion into more productive marketing that meets your customers where they are at. And you don’t have to let go of your tech patter forever. There is a time and place for the technical details, the facts and figures, the product specs, and the empirical evidence. But it’s not first. And it’s not all at once.
First is enabling customers to make an emotional connection – not with your technology, but with the problem you’re solving. To do that, tell people what inspired you or your company to build the new technology. Talk about what problem you saw and why it was not acceptable. Only after people connect with the unacceptability of the problem, will they appreciate the need for a solution, and then eventually for your solution.
In short, to avoid TMI and embrace JEI, start by being human.