Does it pass the explain-it-to-mom test?

You’ve got something new to announce. A product. A feature. A fresh partnership you’re proud of.

You sit down to share it—and what comes out is something like:

“We’re thrilled to introduce a next-gen solution that enhances engagement, streamlines experiences, and delivers value across key touchpoints…”

But… what is it?

If someone outside your team—someone who loves you, but has no idea what you do—still can’t figure it out after reading your post, your homepage, or your one-liner…

It doesn’t pass the test.

And no, it’s not about “dumbing things down.” It’s about making them make sense.

What is the mom test?

The explain-it-to-mom test is simple: Could someone outside your industry—someone who isn’t in the weeds with you—understand what you offer and why it matters?

That’s it.

Again, it’s not about dumbing anything down. It’s about pulling it out of the echo chamber and making sure the message actually lands.

The potential problem? You’re too close to it. You’ve lived every internal conversation, every brainstorm, every pivot. You know what you’re building and why it’s valuable. So when it comes time to talk about it, your brain fills in the gaps—even if your audience can’t.

You’re not alone. This happens all the time. It’s one of the most common issues I see in startup messaging, SaaS sites, and launch announcements. Not because the thing isn’t exciting—it is! But because the words are speaking to you, not to the people you're trying to reach.

How to know it might not pass the test

If your homepage, pitch deck, or LinkedIn post includes any of these… it might be time for a rewrite:

🚩 It’s packed with buzzwords, words like:

• end-to-end

• empower

• streamline

• holistic

• robust

• ecosystem

• innovative

• drive engagement

• unlock value

Individually, they’re not evil. But together, they usually form a word salad that means everything and nothing at the same time. Here’s a longer list of buzzwords to watch for.

🚩 It doesn’t name the thing

If you never actually say what the product is—an app, a dashboard, a service, a tool—people are left guessing. And if they’re confused, they move on.

🚩 It could apply to anything

Try this test: Could your description work for a completely different company? If so, it’s probably too vague to be useful.

🚩 It’s trying to impress, not inform

When you’re deep in the work, it’s easy to default to sounding “official.” But clarity isn’t corporate—it’s human. If your message is more about sounding smart than helping someone understand, it’s missing the mark.

What passing the mom test looks like

So what does it sound like when your message passes the mom test?

It’s not stiff. It’s not robotic. It’s straightforward, specific, and sounds like something a real person would actually say out loud.

Here’s the shift:

❌ “We empower teams with an end-to-end platform that optimizes engagement across key touchpoints.”

✅ “It’s a tool that helps teams stay on the same page and track what’s working.”

❌ “We deliver next-gen solutions for scaling content visibility and cross-functional alignment.”

✅ “It shows your team what content’s getting traction, so they can do more of it.”

Both versions are technically correct. But only one helps someone quickly understand what you do—and why they should care.

Because passing the mom test isn’t about simplifying the product. It’s about simplifying the language.

How to make your message make sense

If you’re thinking, “Okay, but how do I actually do this?”—here’s where to start:

Say it out loud: If it feels awkward to say in conversation, it’s probably not the right version. Speak it like you're explaining it to a friend—then write that down.

Ask someone outside your circle: Find someone who isn’t in your industry and ask them to read (or listen to) your explanation. Can they repeat it back to you in their own words? If not, revise until they can.

Swap vague for visual: Instead of “streamlines engagement,” say what that looks like .Instead of “drives value,” explain what the person actually gets.

Rewrite it without the fluff: Challenge yourself to describe what you do without using any of these: "solution,” “empower,” “experience,” “value,” “ecosystem,” “optimize.” (Yes, it's hard. But worth it.)

Getting your messaging right takes work—but it’s some of the most valuable work you can do. Because when people understand what you do, they’re far more likely to care about it.