The deeper the technology, the more simply buyers need it explained.
Buyers don't need to understand the model. They need to know what it does for them and how far to trust it. Sinh Vũ helps your technology be told through concrete work, not through jargon and the industry's familiar imagery.
Three things: one sentence on what the technology does for whom, a demo that shows results and states its limits, and a set of technical documents that are easy to read for the people who evaluate you. In an industry full of overstatement, being accurate and clear about limits is what earns trust.
State what the customer does by hand today and how the product changes it, without model names or jargon.
Show real results on an example close to the customer, including where the product can't yet do the job.
How it works, what data it needs and how results are measured, written for both engineers and decision makers.
All of them talk about data and artificial intelligence, but the buyers differ, so the brand has to tell a different story.
Their customersBusinesses that want a ready-made product for one specific job, such as customer care or reading documents.
Brand challengeShow that the product does that one job better than the current way, and state clearly where a person still needs to check.
Their customersExecutives who need to see numbers to decide, and engineering teams who need to work on the same platform.
Brand challengeTurn the abstract into something easy to grasp: dashboards, real decision examples and an interface that doesn't overwhelm.
Their customersBusinesses that need a solution built around their own data and processes.
Brand challengeShow clients the team can build what fits them, through a clear way of working and a trial on their real data.
These are the places where artificial intelligence companies tend to lose clients, even when the technology is genuinely good.
Every site in the field uses the same imagery; buyers find it familiar and read it as a generic promise.
Replace it with real examples: one process before and after using the product, in a style that is the company's own.
Start from this problemAccuracy, models, performance: buyers finish reading and still don't know whether it fits their work.
Open with what the customer does every day and how the product changes it; keep the jargon for the page meant for engineers.
Start from this problemThe demo runs smoothly on a prepared example, and clients suspect the example was handpicked.
Offer a process for testing on the client's own data, and present results and limits in the same document template.
Start from this problemThe fundraising deck talks about a big market while the technical documents talk about the model; the two don't match.
One core story told at two depths: a single page for investors and decision makers, a fuller version for engineers.
Start from this problemAt the Trial stage, the pilot run on the client's data. The client is interested but wary of risk, so how the trial results are presented decides whether they go on.
Touchpoints are the places where clients and investors look at, read or try the product. You don't need to do everything at once. These five decide whether the technology gets understood.
The place where buyers decide to read on or close the page, so it has to say what the product does in a few sentences.
The moment buyers see the product run and decide whether to believe it.
Evaluators read it closely to check the promises, so it has to be clear and match the landing page.
Investors need to understand the technology just enough, and see that the team knows what it is selling.
Where users meet the technology's results every day, so how the numbers are laid out decides whether they trust or doubt.
Listed in the order to do them. A new company stops at step two or three; a company that already has clients and is raising funds goes further.
Settle what the technology does for whom, and what sets the company apart from others in the field.
A way of telling the technology through concrete work, consistent across the website, demo and documents.
A landing page and solution pages by customer industry.
Readable technical documents and investor materials, told from one core story.
A template for presenting trial results and case studies for the sales team.
Sinh Vũ has not published an artificial intelligence or data analytics project. The three below are closest because they share one problem: hard-to-grasp technology that needs to be trusted.
The first identity for iCheck, the barcode-scanning app that opened product origin tracing in Vietnam, turning a cold scan into a nod of consumer trust.
Scanning a code is the machine's job, but what customers buy is trust; the brand puts the user first, and the technology is just the way the promise is kept.
AWING turns free public wifi into a location-based advertising channel, connecting brands with the right people, in the right place, at the right time…
A location data platform has to convince three groups at once: end users, advertisers and venue owners.
SOOBOO, a young technology brand, had its face built by Sinh Vũ around the infinity form as its core: human passion fused with technological intelligence, the future beginning.
Advanced technology without the chill: one mark that holds both the vision and the warmth.
The principles behind it
Speak in concrete work instead of big promises. Show real results on one example, state the limits, and don't use the imagery that everyone in the field uses.
What the product does and for whom, a demo or a results excerpt, how it works at an understandable level, a page for engineers and a way to get in touch to try it. Keep the jargon for later.
Investors need to understand the technology just enough to see what is different and hard to copy. Include one page that explains the technology through an example, and keep the other pages on customers and the market.
Only if you state what data they were measured on and under what conditions. A number without context makes buyers doubt more than it makes them believe.
Start from the decision the user has to make, then choose the numbers that serve that decision. Each screen answers one question, and every number should have a clear unit and time.
Keep it lean: a sentence that says what the product does, a landing page with a demo and a short document for investors. Do case studies once clients are actually using it.
A few lines about the product, the buyers and where they don't yet understand is enough. Sinh Vũ reads it and replies within one working day.