Translating complexity into value
Relevant case studies
Outline
00:00
Complexity kills connection
Chris at Parliament explains how complexity can hinder connection with customers, even when it’s impressive. Companies like OMI and Rivian excel in mechatronic and engineering detail, producing sophisticated, precise products. The challenge is translating that technical depth into simple, meaningful value for customers.
00:30
Translating technical language
Chris explains how OMI tailors its messaging based on audience. For technical listeners, the language emphasizes custom architectures, precise controls, and internal manufacturing to highlight performance and reliability. For broader audiences, the message shifts to benefits like machines that run better, last longer, and perform more reliably. Both approaches say similar things, but in ways that match different mindsets.
00:53
Simplifying messaging guidelines
The focus wasn’t on simplifying the work—it was on simplifying the language. Messaging guidelines were created to translate complex engineering concepts into clear value without watering them down. Technical descriptions of a vertically integrated platform were reframed into accessible language, like describing it simply as an electric truck built for real-world use.
01:17
Benefits of clarity and simplicity
Chris emphasizes that for brand leaders in technical fields, clarity builds trust, simplicity speeds adoption, and direct language wins. If an audience has to work to understand the message, they’ll disengage—no matter how impressive the product is. Complex work demands simple words.
01:41
Strategic branding with Rivian and OMI
Chris closes by pointing viewers to the strategic positioning and branding work done with Rivian and OMI on Parliament’s website, encouraging leaders to be brave and stand apart.
Transcript
Hey friends, it’s Chris at Parliament.
Complexity kills connection. Complexity can be impressive, but it can also be a barrier between you and your customers.
OMI thrives in mechatronic and engineering detail. So does Rivian. We’ve worked with both. Their products are incredibly technical, precise, sophisticated, and hard to replicate. Internally, they might speak with precise technical language. But when they talk to their customers, they need to translate engineering depth into simple value.
Here’s an example.
On the technical end of the spectrum, OMI could say, “We leverage custom architectures, precise controls, and internal manufacturing to optimize performance and reliability.”
Or they can lean into more benefit-oriented language like, “We design and build custom systems that make machines run better, last longer, and perform more reliably.”
Both say very similar things. But they say them very differently. One works great if you’re talking to engineers. The other works better if you’re talking to customers.
Our job wasn’t to simplify the work. It was to simplify the language and connect with people. We built messaging guidelines that translated engineering depth into clear value without watering it down.
Here’s another example.
Instead of saying, “Our vertically integrated platform combines advanced battery architecture, software-defined systems, and a purpose-built chassis that delivers capability across diverse use cases,” we could say, “We built an electric truck that thrives off-road, hauls more gear, and turns the commute into something you look forward to.”
For brand leaders in technical spaces, this is the move. Clarity builds trust. Simplicity speeds adoption. And direct language wins.
If your audience has to work to understand you, they won’t stay with you. No matter how impressive your product, platform, or services are. If your work is complex, if it’s really technical, your words can’t be.
Say less. Mean more.
You can learn more about the strategic positioning and branding work we did with both Rivian and OMI on our website.
All right, that’s it for me. Be brave. Stand apart.