The “thin edge of the wedge” is a popular analogy in startup development to explain how you first need to hook your users with a sharp feature that’s easy to try. If you don’t, customer acquisition becomes a lot harder, if not impossible. The same metaphor applies for your communications efforts when you’re trying to explain what your company does. The right words matter a lot. Yet, I see many startups not being clear enough with their messaging, in part because they don’t approach it from the point of view of how it all fits together, and often for not applying the rigors of simplicity.