Your developers have worked on it for three years, your customers need three minutes to jump off. Or even worse: You keep explaining the same thing over and over – and still your potential customers don’t understand why they need your product.
Welcome to the biggest communication problem in the B2B world: the “Curse of Knowledge”.
The Invisible Communication Killer
The “Curse of Knowledge” is insidious because it creeps up on you. As an expert in your field, you forget what it feels like to be a beginner. What seems logical and obvious to you can be completely foreign territory for your customers.
Industries with complex, technical products are particularly affected: Pharmaceutical companies developing innovative medications. Fintech startups with revolutionary payment solutions. Energy companies with sustainable technologies. They all have one problem: brilliant products that nobody understands – even though explanatory videos have been proven to increase conversion rates.
Case Study: When Medicine Meets Patient Anxiety
For example, in a medical practice: When innovative methods are introduced, this often results in a classic “Curse of Knowledge” problem. What represents a logical solution for medical professionals appears strange and frightening to patients. Medical terminology and descriptions trigger more worry than trust.
For the staff, everything is clear: The new method is the better choice in many cases. For patients, it’s just one thing: scary.
The solution? An explainer video that translates the complex treatment into understandable, reassuring images. Instead of medical jargon, it shows the benefits in everyday life. Instead of technical details, it visualizes the gentle, safe process – just like other successful healthcare projects.
Result: The video becomes a communication tool that empowers patients. Patients can process it at their own pace, show it to acquaintances, discuss it with trusted people, watch it again, and then specifically ask medical professionals about complex or specific points. This makes doctor-patient communication much more effective and patient-centered.
The Three Most Common Expert Traps (and Their Antidotes)
- The Technical Jargon Trap
Symptom: You talk about “API integration”, “cloud-native microservices” or “biocompatible polymers”. Antidote: Translate technology into benefits. “API integration” becomes “connects seamlessly with your existing tools”. “Biocompatible polymers” becomes “materials that your body can easily tolerate”. - The “It’s Obviously” Trap
Symptom: You assume that your customers know the basics. Antidote: Start with the problem, not the solution. First explain the “why”, then the “how”. - The Feature Bombardment
Symptom: You show all 23 functions of your software at the same time. Remedy: Concentrate on the three main needs. The rest can come later.
The Four-Step System Against the Expert Knowledge Curse
Step 1: The Expert Conversation
Sit down with your experts but ask naive questions.
“Why is this important?” “What happens if you don’t do it?” “How would you explain this to a twelve-year-old?”
Step 2: Break Down Information
Break down complex concepts into bite-sized chunks. Each building block should be understandable on its own before you move on to the next.
Step 3: Visual Translation
People understand images 60,000 times faster than text. Use customized illustrations to make abstract concepts tangible. Show processes, visualize advantages, make the invisible visible – this is how successful storytelling works.
Step 4: The Reality Check
Test your explanation on people who are not from your industry. If they understand it, your customers will understand it too.
Industry-Specific Challenges
Pharma & Medtech
Complex mechanisms of action, fear of side effects, regulatory language
Solution: Focus on food improvement, emphasize safety, tell patient stories
Check out our latest videos.
Fintech
Abstract financial concepts, security concerns, trust issues
Solution: Show everyday scenarios, create transparency, visualize concrete savings
Click here for our examples.
Energy sector
Technical complexity, long amortization periods, scepticism towards new technologies
Solution: Highlight environmental benefits, clearly present ROI, share success stories
Click here for an example.
Why Video is the Perfect Curse-Breaker
Videos force clarity. You have ninety seconds – every word must count. At the same time, they work on multiple levels – as this analysis of video marketing trends shows:
- Visual: Complex processes become visible
- Emotional: Creating trust through human stories
- Structured: Lead logically from problem to solution
The Cost of Not Understanding
When your customers don’t understand your product, everyone pays a price:
- You lose qualified leads
- Your sales team explains the same thing over and over again
- Your customers make worse decisions
- Innovation does not reach the end user
The Turning Point: From Confusion to Enthusiasm
The “Curse of Knowledge” can be overcome. The key is to turn your expertise into empathy. Understand where your customers are. Speak their language. Show them the way.
A well thought-out explanatory video can make all the difference. It transforms complex issues into understandable stories and turns confused prospects into convinced customers. Find out more about the right video strategy here.
The crucial question: If someone completely unfamiliar with your industry would buy your product after your explanation – then you’ve broken the curse.
Do you recognize yourself in this article? You keep explaining the same thing, but your customers still don’t understand why they need your product? Let’s talk – we can help you make even the most complex solutions understandable.
Schedule a free consultation with our video experts.
Together, we’ll simplify your communication.
