If we want our industry to advance, we must speak more plainly
WE’VE all been there. That sleek tech conference, surrounded by buzzwords and future-of-everything rhetoric.
You’re mingling, perhaps with a drink in hand, when you bump into 'that guy from Quantum'. He starts talking, and you nod politely, pretending to grasp the zeros and ones he’s spewing. Inside, you’re screaming: “What on Earth are you talking about?” But you smile, maybe even laugh at the right moment, too embarrassed to admit you haven’t a clue.
Here’s the massive problem… We, in the tech industry, are talking to ourselves. Our language is a fortress of jargon, impenetrable to anyone not initiated into the cult of code. It’s no wonder the general public thinks Web3is just a shady corner of the internet where crypto bros launder money for dubious Russian oligarchs. They don’t see the transformative potential because we’ve done a spectacularly poor job explaining it to them.
The truth is, most people don’t talk like we do. They don’t speak in acronyms or technical shorthand, and they don’t care about the underlying technology. They care about what it can do for them. And this is where we are failing. Catastrophically.
Take blockchain, for example. Ask the average person what they know about blockchain, and they’ll probably mention Bitcoin, if they know anything at all. They won’t tell you about how blockchain can create transparent, tamper-proof voting systems that could revolutionise democracy.
They won’t mention how it can empower artists by giving them direct control over their work and royalties or streamline supply chains to ensure that the coffee you drink is ethically sourced. They don’t know because we haven’t told them in a way they can understand.
Look at quantum computing. It’s often considered this mystical, almost magical leap forward in processing power. But that doesn’t mean anything to someone trying to pay their bills or navigate a healthcare system still stuck in the dark age of paperwork.
Quantum computing can transform drug discovery, leading to cures for diseases that have plagued humanity for centuries. It could optimise energy grids, making renewable energy more efficient and accessible. But again, these applications are lost in a sea of jargon and incomprehensible explanations.
The cost of poor communication
When we fail to communicate effectively, we don’t just lose potential customers or investors, we lose trust.
The public grows wary of what they don’t understand. They fill in the gaps with fear, suspicion, and misinformation. And who can blame them?
When the language we use to describe our work is so alienating, it’s easy to assume that we’re hiding something, or that we’re just another elite group hoarding knowledge and power.
This isn’t just a PR issue; it’s a crisis of relevance. If we want Web3, digital assets, and quantum technologies to fulfil their potential, we need to engage those who will ultimately use and benefit from these innovations. We need to speak their language.
So, what can we do?
First, we need to stop talking down to people. Tech should be accessible to everyone, not just those with a computer science degree.
This means simplifying our language without dumbing down our message. It means explaining how these technologies can solve real problems - like lowering transaction fees for remittances, providing unbanked populations with financial services, or ensuring that personal data is secure and private.
We need to provide concrete examples of how Web3 can improve everyday lives. For instance, decentralised finance (DeFi) isn’t just about bypassing traditional banks, it’s actually about giving someone in a developing country access to financial tools they would never have had otherwise. Blockchain isn’t just a buzzword - it’s the technology that ensures your charitable donation reaches the people it’s intended to help.
And let’s not even start with the constant hype around 'democratising finance'. If we can’t even get people to understand blockchain, how can we expect them to jump on board with something as complex as decentralised finance?
Before we can democratise anything, we need to democratise information. And that starts with us, as a community, making a concerted effort to engage with the media and the public in meaningful, relatable, and, most importantly, understandable ways.
The call to action
It’s time for the digital asset, Web3, and science tech communities to leave our echo chambers. We need to stop assuming that everyone speaks our language and start translating our ideas into terms that resonate with the average person. If we want to build a future where these technologies are not just tools for the elite but accessible to everyone, we must ensure everyone understands them. This isn’t just about better marketing, it’s about building a bridge between innovation and impact.
So, next time you find yourself at a conference, chatting with someone who isn’t in the know, resist the urge to dive into the technical weeds. Instead, tell them how the technology can change their life. And if you can’t do that, maybe it’s time to rethink your communication.
Let’s stop baffling people with tech-speak and start inspiring them with the possibilities. After all, the future we’re building is only as strong as the people who believe in it.
I’ll host a panel on this subject at the upcoming Mansion House Summit Series on September 13th. Don’t miss the chance to get involved.
Book your spot here.
