Brands with complex solutions often try to combine everything and call it a platform or a framework. This is like throwing your trash over the fence and forcing your neighbor to figure it out. Your yard is tidy. You can pop a White Claw, sit back, and absently mindedly tug at the little nibble of skin on the front of your knee. Meanwhile, your neighbor retaliates by spreading rumors and hijacking your wi-fi.

It may seem easier to sweep your vagueness under a heavy-sounding word, but it just passes the burden to your customer.

Struggling to simplify complexity? Focus on the overarching benefit of your products and services. The total benefit will carry the message.