This article originally appeared in Forbes.

The ability to express complex ideas concisely has emerged as a crucial skill for tech founders and executives under pressure to generate growth. According to a study by PMI, poor communication is the primary reason for project failure one-third of the time, and it has a negative impact on project success more than half the time. The challenge lies not only in communicating complex technical solutions in a way that non-techies can understand, but also in creating very real human connections with decision-makers. So the question is: How can you transform complex tech narratives into compelling stories that resonate with diverse audiences? The stakes are significant - effective communication can open doors to unprecedented growth, while misunderstandings can lead to missed opportunities.

Mastering the Art of Storytelling in Tech

The Imperative of Clear, Direct Language

In the corridors of power, where executives juggle many responsibilities, time is a luxury. As you climb the corporate ladder, patience for jargon or ambiguity dwindles. Clear, direct language is crucial. A quick Google search on "jargon" reveals research indicating that it confuses and undermines trust. To ensure your message stands out, use simple words to convey complex ideas. Aim for high school level comprehension. Test your message with someone outside your field to uncover potential points of confusion.

For example: Instead of saying

“We’ll implement a holistic strategy to optimize our user experience,”

try this:

“We have a plan that takes into account all the factors impacting how people interact with our product or service.”

The latter is far more direct and understandable—a win for everyone! It gives your stakeholders confidence that you are competent.

Takeaway: Speak clearly, be understood. Clarity beats complexity in tech storytelling. Remove jargon and technical terms that create a barrier between you and your audience. Your innovative software solution doesn't need convoluted phrases. Present it as a problem solver, plain and simple.

The Power of Brevity

When you're pitching to a boardroom or trying to win over investors, every word counts. Brevity is not just about reducing word count; it's about maximizing the impact of each word. A well-placed statistic or a succinctly articulated benefit can speak volumes, tipping the scales in your favor. So, when crafting your narrative, get to the point and prioritize the messages that pack the most punch.

For example: Instead of

"Our software solution is designed to streamline the workflow in a variety of businesses enabling them to free up time to spend on more high-impact work,"

try

"Our software simplifies business workflows for improved efficiency."

See the difference?

The more concise you are, the stronger your message will be. This applies to any situation where you need to convey a story about your product or company; whether it's an elevator pitch, website copy, a presentation deck or a video script.

The fewer words you use to express your idea, the better. So take the time to refine and simplify your message — it will be worth it in the end. You'll leave your audience with an informative takeaway that they can remember and act on.

Takeaway: Time is a scarce resource, especially for decision-makers. Speak succinctly. Lay out your ideas in a way that's readily digestible, allowing your core messages to stick.

Balancing Logic, Emotion, and Credibility

A compelling narrative is like a well-tuned orchestra, where logic lays down the base notes, emotion adds the melody, and credibility brings in the harmonies. To create this symphony, integrate data, anecdotes, and testimonials. To effectively convey your message and connect with your audience, it is crucial to consider these elements as integral components rather than mere additions. But don’t overdo it either. When we work with tech clients at Motive3, we remind them that a confused mind can’t decide. Say too much, and you run the risk of overwhelming or confusing your audience.

The reason storytelling in tech is so powerful is that it naturally invites this powerful trio. Stanford research shows stories are 22 times more memorable than facts, underscoring the power of narrative in tech. Stories work because they have the ability to capture our attention, evoke emotions, and shape our beliefs.

Takeaway: Great storytelling relies on three pillars: logic, emotion, and credibility. Your tech solution solves a problem (logic), improves life (emotion), and showcases your track record and expertise (credibility). Master this trifecta, and you'll have more than just a story; you'll have a captivating narrative.

Making the Complex Understandable

Groundbreaking innovations often come wrapped in complexity. Your job is to unwrap these innovations and present them in a way that people can not only understand, but also relate to. Stories that employ analogies and metaphors can be powerful tools for this. According to one HBR article, we’re 20 times more likely to remember facts if they’re part of a story. For example, if you're introducing a new cybersecurity solution, don't just talk about its advanced algorithms. Explain how it serves as a "digital bodyguard," making life easier and more secure for your clients.

Take Tesla, for instance. They've transformed electric cars from a niche alternative into a mainstream desire. How? By crafting a narrative that weaves together sustainability (logic), the thrill of innovation (emotion), and the credibility of Elon Musk. Tesla's story is a masterclass in balancing these elements, demonstrating that you're not just selling a product—you're selling a vision.

Also consider our client Notabene, a Y-Combinator-backed company in the cryptocurrency compliance space. That’s a lot to wrap your mind around. We helped Notabene to differentiate itself from the broader cryptocurrency market while demystifying the complexities around the  'Travel Rule’ (which helps to stop criminals from using the financial system to launder money or finance terrorism). By framing their narrative around the idea that you shouldn't need a PhD in International Law to transact globally, we were able to instantly relate to a frustrating customer pain point. We helped them not only clarify their unique value but also position themselves as a trusted authority in a complex field.

Takeaway: In tech, what's new today is obsolete tomorrow. But innovation doesn't have to be synonymous with incomprehensibility. Your task is to package new concepts in familiar terms. Make it relatable. Connect the dots between the unfamiliar and the known, and you not only educate your audience but make them advocates of your innovation.

Remember The Big Picture

In summary, the mastery of storytelling in tech is not just an art; it's a strategic imperative. From the weight of each word to the melody of logic, emotion, and credibility, how you craft your narrative can be the difference between obscurity and market leadership. As you consider your next pitch, your upcoming product launch, or even daily interactions, remember you're not just talking about features or bottom lines—you're weaving a narrative. This narrative should reveal a transformative solution, address an unmet need, or illuminate a pathway to innovation. When you keep the big picture in focus, your story doesn't just inform; it ignites action and turns your audience into advocates for your vision.

‍