If a stranger cannot repeat it back, it is not named yet

Here is the test I use on every brand I build.

Say your idea out loud to someone who does not know your field. Then ask them to say it back.

If they can repeat it, you have named it. If they hesitate, paraphrase, or ask a clarifying question, you have not. You have a description, not a name.

Most experts fail this test, and it is not because the idea is bad. It is because depth makes you fluent in your own complexity. You can talk about it for an hour. You cannot say it in a sentence.

Clear beats clever. Every time.

Try it this week and post what happened.

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If a stranger cannot repeat it back, it is not named yet

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