It wasn’t just better copy.
It was anchored.

Still figuring it out, but that mindset shift changed everything.

That’s when the messaging started to shift.

Less: lofty claims and buzzwords.
More: language that reflected the actual problems and priorities of the people using the product.

It wasn’t just about what they wanted from a tool.

It was about what their days actually felt like:
Overloaded.
Fragmented.
Urgent, but never simple.

So I started digging deeper by pulling from what I already knew:
→ My time at the bench
→ Supporting scientists as a liaison
→ Researching the org, the workflow, the pressure points

I learned that “clarity” without context is still noise.
It reads clean in a deck…
…but it doesn’t reflect the real friction your users face every day.