TL;DR - When you publish a new release of something, make sure to either include a link to an About page or prominently include the sentence “[TOOL_NAME] is [words I either already know or can easily look up].”

What's so hard to understand?

Only old people (aka over 25) won't get it ...

Also known as "the people with all the money"

I don't think it's reductivist to say that's just a small reframe of "What's in it for me?"

My first reaction was to agree with you. But then I realized how many times I've landed on a page and thought, "Ok. Sounds cool. But WTF is it?" :)

I agree. The two questions go hand in hand. But before you can tell me "what's in it for me" we had both be sure it's perfectly clear (WTF) it is. That is, I think too many brands don't step far enough outside themselves to see it how someone with zero previous exposure to the brand / product might see it.

To successfully demonstrate the value, you need to convey how that value's delivered in my view.

on landing pages, you want that journey to be quick, but in our rush, we'll cut out important pieces, rather than shortening the individual components.

instead of just "add convenience to your life with our auto magic orchestrator 2000!", you need to say "the best home automation hub" --> "because we integrate with everything and our controller is twice as fast" --> "never worry about turning on your heater, lights and coffee maker again!" --> "buy our auto magic orchestrator 2000!"

Peddlers of the term are also peddlers of ambiguity for what their tools do. Those that I meet that have seemingly been evangalised by these solutions describe 'only low level coding needed'. Assembly? Or not wanting/knowing/needing/trusting to multiskil a team?

There are good RPA tools. The authors of which are straightforward about what they do.

That's just an example of an audience (me) having trouble understanding something smoke and mirrors is often painted around.

Is the #1 thing that 99% of web sites get wrong - especially in tech.

"Let's maximize your ROI"

"10x your development"

"We make all of your customers happy customers"

Here's something I found: if I have to visit your Wikipedia entry to find what what you do ... then you'v failed.

BTW I don't always hold it against tech companies as often communication isn't their #1 thing.

Also - having done some of this myself, I do realize that sometimes what appear to be poorly constructed sites are actually well designed for clickbait action or some indirect metric.