It’s tough being an expert.
You talk at a level 10.
You know your stuff inside out.
But guess what?
Others don’t.
And that’s the problem.
In a lame attempt to simplify the wild idea in your head, you drop down to a level 7—or, heaven forbid, a 6.
But that’s not where buyers are at.
They’re stuck at level 1 or 2.
“The single biggest problem in communication is the illusion that it has taken place.” - George Bernard Shaw
You’re dealing with what’s called the Curse of Knowledge.
Once you know, you forget what it’s like not to know.
Your expertise traps you and you start making bad assumptions.
You think you’ve explained it.
They think you’ve confused them.
You throw in details and facts because that’s how you communicate.
But that’s not how they learn.
You take shortcuts.
You toss around jargon like it’s candy.
You drown them in data and make it impossible to keep up.
Here’s the truth—if you confuse, you lose.
And a confused mind always says, “No.”
Let’s roll back 1.5 million years.
Humans just invented the first axe.
It’s a game-changer.
But imagine a caveman trying to sell this new tech to his tribe.
He’s standing there, holding what looks like...a sharp rock.
"What the hell, Johnnyboy? It's just a goddam rock!"
They’re confused.
They don’t get it.
So Johnnyboy, being the brilliant marketer he is, goes for the demo.
He spots a tree, raises the axe, and swings.
Thunk.
The tree splits like butter.
The tribe’s jaws drop like boulders off a cliff.
He grabs a brontosaurus leg chunk, raises the hand axe, and slices it clean in half.
The tribe’s eyes widen.
Now they’re paying attention.
But of course, there’s always one sceptic in the back.
So what does Johnnyboy do?
He strolls over, gripping the axe tight, and with a sly grin, he gives the guy’s arm a gentle tap with the sharp edge.
The dude’s eyes flare as he yelps, clutching his arm, blood trickling from the fresh cut.
Suddenly, the whole tribe gets it.
It clicks for everyone.
This isn't just some rock on a stick.
It's a tool.
It makes cutting trees—and anything else—way easier.
It’s a weapon.
It’s survival.
Strength.
Innovation.
Status.
Johnnyboy didn’t waste time with long-winded features or a sales pitch.
He didn’t throw in a bunch of caveman jargon about “leverage” or “edge geometry” like some wannabe cave scientist.
He wasn’t rambling about “partnership with a rock” or “life-time value” that made the tribe's heads spin.
No fancy talk about balance, sharpness, or durability.
None of that.
Instead, he let the axe do the talking.
He made them feel the value.
The results spoke louder than any explanation ever could.
That’s how you sell an idea without getting tangled in the curse of knowledge.
Get to the point.
Show the impact.
Because if Johnnyboy hadn’t made it crystal clear...
We'd still be banging sticks against trees, wondering why gathering firewood is such a pain.
PS. Do you struggle to set yourself apart from your competitors? Does your tone of voice lack a little personality? Either way, get in touch and I’ll help you become remarkable. Or get more communication advice that doesn't suck here.
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