Customers
Can You Explain Your Startup in One Simple Sentence?
The OSS Rule
Jason Calacanis calls this the OSS Rule — One Simple Sentence.
Any great company can explain what they do in one simple sentence. At its core — what does your company do? No buzzwords; just a clean, clear, and crisp sentence that anyone could understand.
Investors see convoluted, buzzword-heavy descriptions constantly. The ones that stand out are the ones that are simple.
Examples
| Company | Bad | Good |
|---|---|---|
| Slack | "We're a future of work startup leveraging software and integrations to improve workplace communications for the long-term." | "We sell chat software to startups." |
| Coinbase | "We're leveraging the blockchain and decentralised technologies to allow any investor to get exposure into the world of cryptocurrency." | "We help people invest in crypto." |
| Uber | "We use AI and machine learning to connect riders and drivers, disrupting the worlds of transportation and mobility as we know it." | "We help you get rides faster and cheaper." |
The Brand Consistency Check
Once you have your one simple sentence, ask:
- Is the messaging consistent across your website, Twitter, TikTok, and other channels?
- Can every employee explain what you do in one simple sentence?
- Does your sales team speak clearly?
Einstein famously said: "Everything should be made as simple as possible, but not simpler."
Winning founders apply this to their explanation and to product development. If you cannot say what your company does simply, your customers will not understand your value.