The Bottom Line: Translating Technology Complexity into Sales

What’s the Bottom Line? Why Technology Companies Struggle to Message Value

We all have a tendency to avoid difficulty. Our brains are hardwired to save energy and avoid threats, often leading us straight back to our comfort zone. But what happens when this avoidance hits your business goals?

My father always asks me: "What’s the bottom line?" He pushes aside the explanations, the excuses, and the twists. It’s grounding, even if it’s uncomfortable. This is exactly the question every tech CEO needs to ask.

Where does the term come from? The "Bottom Line" is a financial term: in a P&L statement, it’s the net profit -

what remains after all expenses. And that is exactly what your customer is quietly asking: "What's in it for me?"

I see it in almost every initial call. You know the story, the details, and the challenges. You explain the solution perfectly. But what’s almost always missing? The simple bottom line.

Features vs. Value: How it sounds in practice

❌ No: “We increased battery capacity by 50%” ✅ Yes: “Your drone stays airborne twice as long—less flights, more coverage.”

❌ No: “We developed smart sensors for soil monitoring” ✅ Yes: “The system identifies exactly when to irrigate—saving 30% on water and increasing yield.”

❌ No: “Advanced BIM technology for construction” ✅ Yes: “Identify design conflicts in the office, not on-site where it costs time and money.”

Your Bottom Line Technology is impressive, but the bottom line is what sells. In a world of continuous attention deficit, no one will struggle to understand you. Don't hide behind vague phrasing.

The Bottom Line: Aim for a sharp, clear arrow. It will make it much easier for you, your marketers, and your sales team to hit the target.

Send me your website or presentation. I’ll tell you exactly where you’re talking about technology instead of the bottom line.