If a 5th grader can't understand it, it's not ready
Quick test: Imagine you're at a coffee shop. Someone asks what you do.
Can you explain it in one sentence—without jargon, buzzwords, or qualifiers—and have them immediately understand?
If not, you've got work to do.
I call this the Coffee Shop Test.
And most founders fail it spectacularly.
Read these three before/after examples:
Before: "We provide enterprise-grade, cloud-based solutions that leverage AI-driven analytics to optimize stakeholder engagement across multiple touchpoints."
After: "We help companies talk to their customers better using smart software."
Before: "We're a consultative partner that facilitates transformational outcomes through strategic alignment and cross-functional synergy."
After: "We help leadership teams get on the same page so they can execute faster."
Before: "We deliver bespoke, full-stack implementations with end-to-end lifecycle management."
After: "We build custom software and make sure it actually works for your team."
Notice the pattern?
The "before" versions sound impressive. They use all the right industry terms. They signal sophistication.
And they say absolutely nothing.
The "after" versions? A 5th grader could understand them. Which means a busy executive who's scanning your website for 8 seconds can understand them too.
Here's the rule: If you can't explain it simply, you don't understand it clearly enough yourself.
And if you don't understand it clearly, how can your clients?
This isn't about dumbing things down. It's about respecting your audience's time and attention. It's about saying what you mean instead of hiding behind corporate speak.
Your expertise is real. Your solutions are valuable. Don't bury them under a pile of meaningless words.
Try this exercise right now:
Write down how you currently describe what you do
Read it out loud
Ask yourself: Would a smart 10-year-old understand this?
If not, rewrite it in simple, direct language
Keep going until you can say it clearly. Then say that everywhere.
