You’re probably losing the deal.
I learned this the hard way.
We used to talk about:
models, pipelines, databases, logic.
Executives on the call?
Nodding. Quiet. Confused.
Not because they’re dumb.
Because they don’t care.
They don’t live in our world.
They live in results.
So we changed one thing.
Instead of:
“We built an advanced AI system…”
We said:
“Your team stops wasting hours finding answers.”
Same work.
Very different reaction.
Two simple examples:
Tech world:
❌ “We use AI to analyze customer data.”
✅ “You know which customers will leave before they do.”
Real life:
❌ “This car has a 2.0L turbo engine.”
✅ “You overtake without thinking twice.”
People don’t buy ingredients.
They buy the meal.
If deals feel stuck, check your words.
You might be explaining the recipe to someone who’s just hungry.