Explainer Mode Is Lazy Marketing

Why Telling Us How It Works Isn’t the Same as Telling Us Why It Matters

Something in Matt Gee's recent article really rang a bell.

He called out a familiar marketing habit, what he calls “explainer mode.” It’s when brands, especially in tech, default to carefully walking audiences through how something works, rather than why it matters.

And here’s the thing: explainer mode isn’t new. It’s been the dominant tone of innovation …