Oct 31, 2025
Most B2B technology stories start with the wrong main character: the product.
According to Gartner, 77% of B2B buyers say their latest purchase was "extremely complex."
Yet many make it worse by starting with features of the product or service.
Press releases begin with the platform's capabilities, AI features, integrations, or speed. All true, all irrelevant – unless the target audience already has the problem.
At Crux, we have seen this pattern in hundreds of technology stories. But the challenge is not complexity, it is focus. The real story never starts with what your product is. It starts with what it solves.
Why the problem comes first
A good journalist, investor, or buyer has one question: why does this matter right now? If your message does not answer that in the first paragraph, it stops right there.
That’s why the best communicators think in "problem – solution – impact", not "feature – benefit – usage". When you start with the problem, it creates both context and relevance. When you start with the product, you sound like everyone else.
Example:
❌ Features first: "Our AI-driven analytics platform uses machine learning to optimize manufacturing key metrics through real-time visualization in dashboards."
✅ Problem first: "Factory managers lose 500,000 kronor every hour they cannot see what is breaking. We give them eyes."
One explains what you do. The other explains why it matters.
Crux take: The friction first rule
In our work with B2B Tech, every message starts with a question:
"What friction does this remove?"
That’s the core of problem communication. In tech, value is defined by what you eliminate, not what you add.
So before every press release, campaign, or draft, we start from the questions:
What problem are we solving?
Who feels the pain most?
What changes when it is solved?
Once that is clear, everything else – the headline, the quote, the ending – writes itself.
The test for problem communication:
Can you explain the problem in ten words?
Does your target audience feel this pain daily?
Is the cost of not acting clear?
Can you quantify what changes?
If you can't tick off all four, you are not ready to send your press release or reach out to the media.
Why think about this?
Your customers and potential customers are drowning in noise. Everyone claims to be "innovative" or "AI-driven". What breaks through is not news. It is relevance.
That’s why the best tech PR today is not about products. It’s about problems. Brands that lead with clarity are the ones people actually remember.
Conclusion: Don’t talk about what you’ve created. Talk about what you’ve improved. That’s where real communication begins.
In a world drowning in features, the companies that remember win: No one buys a drill. They buy a hole.
Feel free to reach out if you want to know more about how Crux works with communication for B2B Tech.