The Language of Technology
Something a little different from The Big Thought today, as I’m going to talk about something new that LinkedIn is testing.
Although you’ve been able to write articles on LinkedIn for some time, it was down to the mysteries of the platform’s algorithm as to whether anyone saw them. Now, LinkedIn is testing ‘Series’ that will allow people to subscribe to a themed collection of articles, and be notified each time a new one is published.
It’s basically just 'subscribing to a blog,’ but that’s a powerful feature for LinkedIn to regurgitate, given the way its users operate. I’m part of a small group testing Series. My Series is called The Language of Technology
and there will be a new episode every two weeks.
I’ve shared a taster below but please feel free to click through to read the whole thing and subscribe to the series.
Let’s start with an unavoidable part of any tech product’s early life – the pitch. You’re an entrepreneur with a killer new idea, and now you need to sell it to someone who doesn’t understand your market as well as you – an investor perhaps, or a potential employee, or a business you want to partner with…
You can start to define your product with a simple exercise, the micro-pitch: come up with a one-sentence description for your product that you can reel off whenever anyone asks what you do.
It’s surprising how many companies don’t have this nailed early on. Sometimes it’s difficult, but it’s worth doing. A micro-pitch is useful for any business, but it’s especially important for tech companies, where complicated products meet a variety of possible business models and brand new concepts in a market that rarely stands still.
A 30-second 'elevator pitch’ is fine, but you also need a short, universal sentence that sums up what you do to anyone who asks; wherever, whenever.
I once visited the office of a startup and found the team there writing a list of one-sentence phrases up on their wall as they tried to figure out their ‘micro-pitch.’
It turned out their CEO had been on the radio that morning, and the presenter had ended the interview by admonishing him to the nation for taking too long to clearly describe what the company did. That would be enough to push anyone into same-day action!