Frame, THEN name.
2 Jun 2026 · 0 min
0:28
Tamsen Webster explains why you should establish the frame and plain-language explanation for an idea before you introduce its branded name. Lead with what it does, not what it's called.
Tamsen Webster explains why you should establish the frame and plain-language explanation for an idea before you introduce its branded name. Lead with what it does, not what it's called.
If they cannot make sense of it, if they don't even have the beginning clue or some indication about what you might mean, boom, they cannot process it. It's not that they don't choose to. They cannot. Those folks who say, hey, you know what, lead with your branded name. No, do not. Make sure that coherence, that comprehensibility is there by making sure that you've explained it using actual words that people understand.
