It’s a quote from Peter Thiel that I picked up in a blog Charles Thiede, CEO of Zapnito recently shared with me. It intrigued me, particularly the aspect ‘hard to explain’. It’s almost like it’s a good thing – but is it?

The fact it is so ‘hard to explain’ is exactly the reason why so many brilliant business software companies struggle to create the momentum they dream about. That’s a shame – not only for the wealth they could build, but typically because so many people out there in the world are missing out on something valuable.

So, the question that immediately pops up in my head is: “How to turn ‘hard to explain’ in ‘easy to understand’?

People don’t buy what they can’t understand. Would you? I wouldn’t. So the words ‘unique’, ‘hard to explain’ and ‘buying’ don’t go together well. So the way to scale our edge is by making it easy to understand – and storytelling is a fantastic tool to achieve that.

Storytelling help us to make sense of the world. With stories we can create a vivid picture in the minds of our ideal customers of what their life will actually feel like using our product. That’s where the click is made, and desire is created.

Stores add meaning, make it memorable, and more importantly: shareable.

And that’s what we’re after: That our uniqueness is understood, talked about, and shared. You can’t have a large enough marketing budget to outperform the impact that’s created by the ripple effect your ideal customers put in motion for you.

So, what story would you tell to make your ideal customer feel what it’s like using your product? How would you summarize that story in one sentence?