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Many founders and teams have a strong product, clear expertise and good references. Nevertheless, the external image remains diffuse. The reason is often simple: those who are deeply involved in their own topic underestimate how little context outsiders have. Internally, everything seems logical, but externally it often looks like a puzzle without a picture on the box.<\/p>\n
And then the following happens:<\/p>\n
But customers don't think in your internal categories. Above all, they want to know one thing: \u201eWhat's in it for me?\u201c<\/strong><\/p>\n This applies to websites, pitch decks, LinkedIn posts, sales calls - in fact, to every touchpoint. If the answer to this one question doesn't become clear within a few seconds, many people will jump ship.<\/p>\n The Curse of knowledge<\/strong><\/a> (also Curse of Knowledge<\/strong>) is a cognitive distortion<\/strong>:<\/p>\n The more you know about your topic, the harder it is for you to communicate in a way that people without prior knowledge will immediately understand. In the Brand development<\/strong> This is particularly evident in your life because you are constantly making decisions that are \u201clogical\u201d for you but not for others. You see the big picture. Your target group only sees a section.<\/p>\n Typical thoughts:<\/p>\n Unfortunately, this often leads to the opposite: you explain so much that nobody recognises the core anymore. And this doesn't just happen with texts. It also happens with offers, presentations and product names.<\/p>\n The curse of knowledge has a nasty side effect: it sounds like quality. Because \u201emore context\u201d feels like professionalism at first. In reality, it is often a defence mechanism:<\/p>\n The result is often \u201csecure\u201d communication. Secure in the sense of: not vulnerable. But also not noticeable.<\/p>\n You describe, like<\/em> something works - but doesn't, why<\/em> that is important. This is exactly where good Communication of benefits<\/strong>less technology, more effect.<\/p>\n Example (Feature \u2192 Benefit):<\/strong> The benefit must not lie \u201cbetween the lines\u201d. It must be at the front, otherwise it will be exhausting for readers.<\/p>\n Many target groups, many services, many topics: all at the same time. This appears \u201ccomprehensive\u201d, but rarely \u201cclear\u201d. For a strong Brand positioning<\/strong> requires prioritisation and a focus that is immediately understandable. A common mistake: the brand should fit \u201efor everyone\u201d. Then it ends up not being a good fit for anyone.<\/p>\n Fear of abbreviation results in a text that does nothing wrong... but doesn't trigger anything either. A clear Brand message<\/strong> can be edgy: a core benefit, clear language, a clear promise.<\/p>\n Memorability is almost always the result of a decision: Which perspective? Which words? Which attitude? Which statement do we consciously leave out?<\/p>\n Unclear communication is not just a \u201emarketing problem\u201d. It costs measurable time and money, especially internally:<\/p>\n This quickly becomes a bottleneck, especially for growing companies. You can't scale if every communication is a one-off.<\/p>\n External help is not useful because you can't do it. It's because you're too close.<\/p>\n A sparring partner or an agency brings:<\/p>\n Above all, an external perspective acts like a filter: it helps you to recognise more quickly which formulations are \u201cinside baseball\u201d and which are really understood outside.<\/p>\n Especially with the Branding for SMEs<\/strong> this is often a decisive lever: fewer coordination loops, faster clarity, better external impact. And without months of strategy projects.<\/p>\n Based on established methodologies, we have developed a process that develops the foundation for your brand in just one week and at the same time prepares the production of brand-appropriate materials.<\/p>\nWhat is the curse of knowledge (a cognitive bias)?<\/h2>\n
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Why we explain too much so quickly<\/h2>\n
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3 typical symptoms of the curse of knowledge<\/h2>\n
1) You explain features instead of benefits<\/h3>\n
\nFeature: \u201eWe hold a workshop with stakeholder mapping, value proposition canvas and messaging.\u201c
\nBenefit: \u201eIn 1-2 days, we clarify what you stand for and what you need to say so that customers immediately understand why they need you.\u201c<\/p>\n2) You pack too much into one message<\/h3>\n
3) Your texts sound correct, but not memorable<\/h3>\n
The invisible costs of unclear brand development<\/h2>\n
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Why an external perspective is so valuable<\/h2>\n
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\nIn just one week<\/h2>\n