Startups love to over complicate their messaging. It’s understandable, founders are deeply immersed in their products and want to convey every nuance of what makes them special. But in doing so, they often end up with jargon-heavy, unclear positioning that doesn’t land with their audience.
The challenge of simplicity
Clarity is hard. Saying something simply, in a way that is both compelling and unique, requires deep understanding and confidence. Many founders believe that making their messaging “ownable” means adding complexity, when in reality, the best positioning statements are clear, direct, and easy to understand.
A common mistake is addressing surface-level problems instead of fundamental human desires. Instead of talking about “AI-powered automation for workflow optimization,” what if the message focused on “giving you back 10 hours a week” or “eliminating tedious tasks so you can focus on real work”?
Positioning vs. simple messaging
Positioning is more than just simple messaging, it extends into product, strategy, and execution. A strong positioning statement doesn’t just guide how a company communicates externally, it shapes product decisions, feature prioritization, and even internal alignment. Clear positioning helps companies stay focused, ensuring they build and market what truly matters to their audience.
How to simplify positioning
- Remove jargon. If a 10-year-old wouldn’t understand it, simplify it.
- Prioritize clarity over uniqueness. If a simple statement captures the core value, don’t worry about whether someone else could say the same thing. What matters is whether you deliver on it.
- Speak directly to outcomes. What is the fundamental problem you solve, and why does it matter?
- Test for resonance. Say your positioning statement out loud to someone who isn’t in your industry. If they don’t get it, simplify further. Ask, “What do you think that means?” If their answer doesn’t match your intent, it’s still too complex.
Final thought
Startups over complicate their positioning because it feels safer to hedge. But real clarity, the kind that makes people say, “Oh, I get it”, is what wins. If you can make your positioning simple, you make it memorable, and more importantly, you create a framework that guides decisions across the company.
What’s the clearest brand positioning you’ve seen? What made it work?