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Rishabh Raj Pathak

Polymath • 1m

From a product design perspective, I think a lot of B2C brands mess up because they talk in a way their customers don’t actually understand. They use too much jargon or overly “clever” terms, and instead of helping, it just leaves people confused and honestly, that’s when trust breaks and the customer checks out. We’ve all seen those laptop error messages that make zero sense, or those sign-up forms asking for things no normal person has heard of (like “What’s your FBGL in mg/dl?”). This usually happens because companies get stuck inside their own bubble. They think in technical language or get so obsessed with branding that it becomes cryptic for everyone else (like why is a “tall” smaller than a “venti”?). If you actually want to reach people, you need to understand their level of knowledge, not your internal expert view. When you speak their language, the product finally starts making sense to them.

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