His point (a good one) is more about positioning and less about design. i.e. How startups you describe what they do. I think he's right-- most startups (most c

His point (a good one) is more about positioning and less about design. i.e. How startups you describe what they do. I think he's right-- most startups (most companies, really) are woefully bad at communicating in a way that their customers understand. The closer you are to a topic, the less likely you are to be able to put yourself in the shoes of someone who isn't.