Entering the world of technology often feels less like starting a job and more like pledging a fraternity. But instead of strange handshakes, the initiation ritual is a barrage of three-letter acronyms designed to confuse the uninitiated. The world is full of people who love acronyms and those who don't. When these groups meet, it is explosive.

The Scenario

We have all seen it happen. The sales presentation is going beautifully. The charts are going up and to the right. The solution looks perfect. Then, the presenter drops a string of acronyms that sounds like a distinct dialect of Elvish.

The presentation stops at the midpoint when the person who is going to sign the check asks the forbidden question: "What does that acronym mean?"

It is a tragedy right there. The momentum dies. The "secret society" vibe alienates the very person you are trying to help. Jargon is not inclusive; it is a gatekeeper. It tells the buyer, "You aren't smart enough to be in this room unless you graduate to our level."

Exhibit A: The Alphabet Soup of Security

Nowhere is this "Secret Society" more prevalent—and dangerous—than in cybersecurity. I recently reviewed a pitch that moved effortlessly from EDR (Endpoint Detection and Response) to MDR (Managed Detection and Response) and finally XDR (Extended Detection and Response).

To the analyst, these are distinct categories. To the CFO approving the budget, they are just random letters costing thousands of dollars a month. They do not care about the acronym; they care about the outcome: "Are we safe, and will I get fired if we get hacked?"

The "Curse of Knowledge"

Why do smart people do this? Research points to a cognitive bias known as the "Curse of Knowledge." First identified in economic studies and popularized by authors Chip and Dan Heath, this bias occurs when an individual, communicating with other individuals, unknowingly assumes that the others have the background to understand.

Once we know something (like what an API is), we find it hard to imagine what it was like not to know it. We assume our audience shares our vocabulary. They usually don't.

The Global Disconnect

The problem gets worse when we look at the global footprint of modern tech. I often see US-based tech leaders using idioms like "hit it out of the park" or "boil the ocean."

In a global market, these phrases fall flat. I have seen brilliant pitches in India and Europe fail because the presenter relied on "inside baseball" terminology rather than clear, universal business English. Simplicity travels; jargon stays local.

The Business Value of "English"

I get the push back that when geeks meet each other they thrive on geek speak. That is fine, but when they want to get budget, this geeky conversation doesn't translate to closing deals.

The best speakers, sales persons, and marketers convey the message in simple terms. They are essentially translating "Geek" to English. This isn't "dumbing it down"—it is respecting the buyer's time.

What You Can Do Today

• Audit your deck: Scan your presentation for any acronym that hasn't been defined in the first slide.
• The "Grandmother Test": Can you explain the business value to a relative outside the industry? If not, rewrite it.
• Focus on Outcomes: Replace features (AI-driven NLP) with benefits (It reads documents so you don't have to).

Sources

• Heath, C., & Heath, D. (2006). The Curse of Knowledge. Harvard Business Review.