Beyond the buzzwords: Why tech needs to speak more human
There's a significant disconnect between technical brilliance and compelling narratives that connect with people on an emotional level. Getting back to basic storytelling can fix this.
The tech industry sure loves its buzzwords.
We’re constantly bombarded with talk of “disruption,” “innovation,” and “revolutionizing” everything from how we shop to how we connect with loved ones. But while these terms may sound impressive in a pitch deck or on a podcast, they often fail to resonate with the people who matter most: everyday consumers.
The truth is most people don’t care about the technical intricacies of the latest gadget or incremental software update. They care about how technology can solve their problems, improve their lives, and make them feel something. They want relatable, understandable, and, ultimately, human technology.
This is where the tech industry, particularly those in marketing and communications, often needs to catch up. There’s a significant industry disconnect between technical brilliance and compelling narratives that connect with people on an emotional level. Companies get so caught up in the “how” of technology that they forget about the “why.”
In short, employees are so involved in the company and how the sausage is made that they’ve lost sight of whether the public should care. They simply assume people will care and do.
I’ve seen this disconnect firsthand throughout my career, first as a tech journalist and now as a communications strategist and content writer. As a reporter, I would sift through countless press releases filled with jargon and hyperbolic claims, trying to decipher the actual value proposition for readers. My job was to cut through the noise, break down complex concepts into plain language, and explain why this new technology mattered to everyday people.
The “so what?” factor was crucial. For example, when a company announced a new artificial intelligence-powered platform, I wouldn’t dwell on the technical details of machine learning algorithms. Instead, I’d focus on the human impact: how this platform could help doctors diagnose diseases earlier, connect people with life-saving resources, or make daily tasks easier and more efficient.
Imagine a cloud-based software company that offers a suite of tools for businesses to manage their finances, operations, and customer relationships. Their platform might be built on cutting-edge technology, with features like advanced analytics, machine learning, and automation. But suppose their marketing materials are filled with technical jargon and industry buzzwords — in that case, they’ll likely alienate potential customers simply looking for solutions to their everyday business challenges.
Instead of touting their platform’s “disruptive power” or “unparalleled scalability,” they should focus on how it can help businesses save time and money, improve efficiency, and make better decisions. They could tell the story of a small business owner who struggled to keep up with their bookkeeping and customer service. Still, after implementing the software, they were able to streamline their operations, grow their revenue, and spend more time focusing on what they love.
The same principles apply to B2B companies in the SaaS space. They need to strip down their language to be accessible to decision-makers who may not be tech-savvy but understand the value of tangible business outcomes. Instead of talking about “optimizing the customer journey” or “leveraging data-driven insights,” they should explain how their software can help companies acquire more customers, increase customer retention, or improve customer satisfaction.
Whether crafting website copy, a blog post, or an executive speech, the goal is always to translate complex technical information into clear, concise, and engaging language that resonates with the target audience. This means:
Focusing on benefits, not features. Instead of overwhelming readers with technical nuances, explain how the technology can solve their problems or improve their lives.
Using plain language is not just a preference. It’s a requirement. Avoid jargon and technical terms. If you must use a specialized term, define it immediately. Think about how you would explain the concept to someone outside the tech industry. Assume they know nothing, and you must quickly get them up to speed in very few words.
Telling stories is not just a suggestion. It’s a necessity. People connect with stories. Share real-life examples of how the new technology has changed people’s lives. Use anecdotes, case studies, and analogies to other real-world examples to show the human impact of your innovations.
This move toward authenticity is even more crucial today in a media landscape where trust is increasingly fragile. While once effective in its own right, the rise of influencer marketing has also contributed to a sense of skepticism among consumers. People are bombarded with sponsored content and carefully curated online personas, making it harder to discern what’s genuine and what’s a paid promotion.
In this environment, straight talk is more valuable than ever. Consumers crave transparency, honesty, and brands that treat them like human beings rather than just marketing targets.
By embracing a human-centric approach to tech communications, we can build stronger connections with our audiences, increase understanding and adoption of our products and services, and create a more human-centered tech industry that serves the needs of everyone.
Although the tools available to us have changed, the core truth remains: people connect with people. Being human isn’t just an advantage in the digital age—it’s the only way forward.