It’s a familiar gesture.

Head tipped to one side, ears up ^[1].

Made famous by the RCA dog ^[2], it’s how the canine mind deals with the perplexing.

But you’ve probably noticed humans sometimes do it too. It may accompany a “Huh…?” or the less polite “WTF…?” And if it happens when you describe your business, you may be in trouble.

“So, You’re Like, a Computer Guy…?”

Tech businesses typically involve complexity — particularly from the point of view of the general public. If you’ve ever tried to describe what you do to someone at a dinner party or your kid’s ice cream social, you’ve probably seen the head-tilt.

It’s followed by a glazed over look, and if you’re lucky, an “Hmmm… Interesting.”

Then comes the most common line you hear… “So you’re a computer guy? Well, I keep getting this …blah, blah, blah…Windows problem… blah, blah, blah.“

Most of the tech entrepreneurs I know tend to blow it off. Since their customers are tech savvy, the fact that Barb from the PTA doesn’t get it isn’t important.

But — you see — it is.

No matter what type of business you have or how technical or complex it may be, there are many reasons why it needs to be explained simply ^[3].

Often the direct buyers aren’t tech or niche savvy. Middle managers, not the tech staff, may hold the purse strings.

Then there are referrals. If someone doesn’t have a clue what you do, they won’t be referring anyone to you. Who knows, their favorite uncle may hold a high position with Google, who just happens to be looking for what you have to offer.

Don’t discount simplicity ^[4], just because your end customer may know what you do. It’s often the ones in-between you and that customer that bring you business.

That head-tilt may end up costing you…