> I'm a bit annoyed about this contemporary mentality that if > an idea can't be explained in five seconds or doesn't fit > in a tweet, there is something w

> I'm a bit annoyed about this contemporary mentality that if > an idea can't be explained in five seconds or doesn't fit > in a tweet, there is something wrong with the idea. I agree that not all products should be explainable in five seconds. But their value proposition should be explainable in five seconds. And if the product can't be explained in five seconds to someone who is not a specialist in the field, or a regular user, so be it. But if someone has been using the product for a year, they ought to be able to grasp and articulate the value proposition. If most of your long-time users can't explain what the product dos for them, you have a problem. Finally, if each long-time user articulates what it does for them, but every explanation is different, you have a coherence problem. That's fundamentally what is being explained in the post: Evernote itself can't explain what it does, and each happy user has a different explanation, based on the 5% of the product they happen to use. This makes it nearly impossible to focus efforts on giving any one user an amazing experience.