The thing about even the greatest tech companies is that they can get hamstrung in their own jargon, making them really hard to understand and relate to. Our longtime client SAP even coined a formal name for this tendency – “SAPanese” – as a reminder to themselves to always beware falling into the pattern of reciting buzzwords rather than simply communicating how you can help your customers.
Enter Xiotech. They work in the storage and virtualization space. Try to think of a more abstract idea to market than “virtualization” (by definition, it’s not even “real”).
As part of a complete company rebrand and relaunch we led just a few months ago, we worked with top Xiotech management and technology execs to distill all of the company’s messaging, including the too-complex virtualization message, down to a set of core statements that have real value for customers. We think the video below featuring Xiotech’s CTO, Steve Sicola, illustrates this approach nicely.
By simplifying what it says, and saying more every week, the company has set itself on the path to some very big things.
