CASE STUDY | If They Don’t Get It, It’s Not Them
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CASE STUDY | If They Don’t Get It, It’s Not Them
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If a multinational with tens of thousands of engineers can admit its own name was working against it, your business probably isn’t immune…
In Episode 4 of Herding Cats, Katie starts with a European aerospace case study where a technically accurate name became a trust liability – described by critics as “a disease” and loved only by engineers.
From there, she jumps to a very modern red flag she keeps seeing in rooms full of smart founders: pitches that turn into discussions.
This episode explores:
- Why engineer- and academic-led companies design communication for themselves, not their audience
- How names, language and localisation quietly shape trust before you ever open your mouth
- Why re-explaining your pitch is a warning sign, not a sign of depth
- hHw to translate complex space and dual-use tech into benefits your nan, your neighbour and a bus-stop stranger would understand
Learn about reducing friction, earning trust and designing your story around the people who get to say yes.
If you’re building in space, defence-adjacent dual-use, clean energy, fusion or deep tech, this episode will change how you think about naming, pitching and being understood.
