I love reading Seth's blog. His logo is apt. Reading his blog is like getting into his head.
Today Seth is talking about the need for repetition. From my standpoint as an investment banker, I have seen this over and over again. People don't digest information in one gulp.
Here's the problem: you've got ten minutes to explain your deal to a venture capitalist. Before you can explain what makes you great, you have to explain what you do. You make a gadget that ... The problem is, if your audience doesn't get what you do, when you explain what makes you special, as in our our technology prevents..., it won't make any sense.
You have to find a polite and effective way to restate what you do in clear enough terms that your audience can understand. Then, and only then, can you begin to tell them what makes you special!
Seth hit the nail on the head!