Here's a Preview of Coming Attractions for folks considering taking the dive and hiring me for something: If your company is only capable of describing itself metaphorically, and is only comfortable with cloaking itself in a shroud of verbiage salad, you're not going to like me very much.

I'll use @Neo4j as an example, even though that company just laid me off, because I still love the people there, and I still am an advocate for its key product: In my time there, I always advised the company to state what Neo4j is and what it does, plainly, up front.

Thus: The Neo4j #graphdatabase is a system that embeds into the database itself the information about relationships and properties of data elements, that you would have to use predicate logic and math to obtain using a relational database. You can see those embedded relationships as a graph, and thus you can design the relationships yourself by drawing a graph. As a result, queries of huge quantities of data only take marginally more time to process, than queries of small bundles of data.

There. Was that so difficult?

If what you're saying about your product or service within the first 50 words does not include a function that has a clear and measurable impact upon the people or companies that would use it, I don't want to see or hear it. In other words, if you are so uncomfortable with the value of your own product that the only words you can get onto a page are something like, "We enable synergies that maximize the value of collaborative decisions and optimize the service delivery experience," then you're actually afraid people will see your product as too plain or ordinary.

Look at your own customers: the canners of soup, the manufacturers of tape measures, the sellers of soap. Tell me _they're_ as afraid of being perceived as ordinary, as you are. No, they present themselves as products with established and unchallenged value. That should be your goal. Your #contentstrategy begins with simply identifying yourself and your product.

-Scott "Sick to Death of Synergy Experiences" Fulton III