If You Can't Explain it To Your Grandma, You're Doing it Wrong

It was the early 1990s, and at 20 years old, I'd landed a job in the "computer center" at Sears. We were on the cutting edge, selling 486 PCs with AOL and the first "brick" Motorola cell phones with a whopping 30 minutes of talk time.

Having studied computer science, I was eager to excel. But to my surprise, customers didn't share my enthusiasm. They saw these devices as fads. "Who needs a giant phone when you have one at home?" they'd ask.

Those first weeks were tough. I'd pore over brochures and manuals each night, desperate to find a way to connect with customers.

One evening, I tried explaining the technology to my grandmother, born in 1904. "I don't understand," she said. "Is there something I can compare it to?"

A lightbulb went off. "These computers and phones," I said, "are like the first cars. Big and expensive now, but they'll only get better over time. Look you even have a car now.." Her face lit up. "Now I get it!"

From then on, I took a similar approach with customers. Instead of overwhelming them with technical specifications and industry jargon, I focused on simple, relatable benefits.

Within two months, I was the top salesperson. I'd learned the power of clear communication, especially when introducing unfamiliar technology.

Today, decades later, I marvel at how revolutionary advancements become commonplace. I urge everyone and especially those in the tech industry to cut out the jargon and connect with your audience. You might be surprised at the difference it makes.