“Outthink” is a master class in clarity and inspiration. By focusing on the synergy between artificial and human intelligence, IBM managed to communicate the vast capabilities of Watson in comprehensible and engaging language. Terms like “outthinking weather” and “outthinking crime” are not just catchy, they’re original and accessible, bringing the potential of technology to everyday scenarios. 

Similarly, Cisco’s campaign navigated the complex realm of connectivity with visionary yet relatable language; a phrase like “Tomorrow Starts Here” translates the intricate concepts behind its technology into a narrative. 

Drawing inspiration from these campaigns, B2B companies can adopt several actionable strategies to refine their communication.

Embrace clear messaging fundamentally: Focus on straightforward, jargon-free messaging that directly addresses your audience’s needs. Use language that anyone can understand, reserving technical terms for when absolutely necessary and always providing unambiguous explanations. Conduct workshops internally that emphasize the importance of a clarity-first approach to communication, encouraging all departments, especially product development and customer service, to adopt it.

Leverage story-driven creative: Stories connect people. Use narratives that echo everyday experiences or common challenges, making your offerings more tangible. Share customer success stories and case studies to demonstrate real-world applications and benefits. Strong imagery and innovative design are key, as they not only support but often drive a brand’s message. It’s important to remember that it’s these creative elements that truly engage and resonate with audiences, making a brand’s communication memorable. 

Seek regular feedback: Establish a feedback loop with your audience, employing a mix of media to reach them effectively. Use surveys, social media interactions and customer feedback to continually refine and enhance your messaging for maximum clarity and impact. Ensure your message remains consistent and clear across platforms to ensure it’s not just heard but understood and appreciated.

A brand’s voice should be a beacon of clarity, not a source of confusion; our stories should resonate and carry a weight that transcends the transaction. It’s time to strike that balance between elegance and simplicity.

What’s the next step? It begins with a unified commitment to valuing substance over superficiality. By distilling our messaging to its essence—what really matters to our customers and to our businesses—we can reconstruct our communication strategy with language that enlightens. In the end, the true measure of our success is not how well we can speak the language of our industry, but how well we can make our industry speak to the world.