Steven Kleinhens
@stevenkleinhens.bsky.social
I help IT & software companies translate complex offers into simple, compelling messages that attract the right clients.
Creator of Complex To Trust 👉 www.complextotrust.com
Creator of Complex To Trust 👉 www.complextotrust.com
You A/B test two vague headlines and
wonder why neither works.
Testing fog won’t give you focus.
#ComplexToTrust
wonder why neither works.
Testing fog won’t give you focus.
#ComplexToTrust
November 17, 2025 at 7:54 PM
You A/B test two vague headlines and
wonder why neither works.
Testing fog won’t give you focus.
#ComplexToTrust
wonder why neither works.
Testing fog won’t give you focus.
#ComplexToTrust
Feature parity everywhere.
Everyone ships the same update within a week.
You don’t need more features —
you need a stake in the ground.
#ComplexToTrust
Everyone ships the same update within a week.
You don’t need more features —
you need a stake in the ground.
#ComplexToTrust
November 17, 2025 at 4:49 PM
Feature parity everywhere.
Everyone ships the same update within a week.
You don’t need more features —
you need a stake in the ground.
#ComplexToTrust
Everyone ships the same update within a week.
You don’t need more features —
you need a stake in the ground.
#ComplexToTrust
November 17, 2025 at 1:33 PM
You publish a blog post.
• 2,847 words.
• Zero stories.
• 11 charts.
3 people read it.
2 of them work for you.
Nobody shared it.
#ComplexToTrust
• 2,847 words.
• Zero stories.
• 11 charts.
3 people read it.
2 of them work for you.
Nobody shared it.
#ComplexToTrust
November 17, 2025 at 10:19 AM
You publish a blog post.
• 2,847 words.
• Zero stories.
• 11 charts.
3 people read it.
2 of them work for you.
Nobody shared it.
#ComplexToTrust
• 2,847 words.
• Zero stories.
• 11 charts.
3 people read it.
2 of them work for you.
Nobody shared it.
#ComplexToTrust
You use three different tones on your website.
That’s not versatility — it’s split personality.
#ComplexToTrust
That’s not versatility — it’s split personality.
#ComplexToTrust
November 17, 2025 at 6:48 AM
You use three different tones on your website.
That’s not versatility — it’s split personality.
#ComplexToTrust
That’s not versatility — it’s split personality.
#ComplexToTrust
November 16, 2025 at 7:32 PM
No story about why you.
No story, no trust.
People don’t buy products—they buy certainty.
No story, no trust.
People don’t buy products—they buy certainty.
November 16, 2025 at 4:32 PM
No story about why you.
No story, no trust.
People don’t buy products—they buy certainty.
No story, no trust.
People don’t buy products—they buy certainty.
Last quarter: SMB. This quarter: enterprise.
Every shift costs momentum.
If you chase every market, you'll own none.
#ComplexToTrust
Every shift costs momentum.
If you chase every market, you'll own none.
#ComplexToTrust
November 16, 2025 at 11:48 AM
Last quarter: SMB. This quarter: enterprise.
Every shift costs momentum.
If you chase every market, you'll own none.
#ComplexToTrust
Every shift costs momentum.
If you chase every market, you'll own none.
#ComplexToTrust
November 16, 2025 at 8:08 AM
Investor call.
You nail the tech explanation.
"Impressive engineering."
Then: "But what's the business?"
Silence.
No second meeting.
#ComplexToTrust
You nail the tech explanation.
"Impressive engineering."
Then: "But what's the business?"
Silence.
No second meeting.
#ComplexToTrust
November 15, 2025 at 7:57 PM
Investor call.
You nail the tech explanation.
"Impressive engineering."
Then: "But what's the business?"
Silence.
No second meeting.
#ComplexToTrust
You nail the tech explanation.
"Impressive engineering."
Then: "But what's the business?"
Silence.
No second meeting.
#ComplexToTrust
You talk to investors and customers with the same pitch.
One funds dreams, the other buys proof.
Pick one.
#ComplexToTrust
One funds dreams, the other buys proof.
Pick one.
#ComplexToTrust
November 15, 2025 at 4:54 PM
You talk to investors and customers with the same pitch.
One funds dreams, the other buys proof.
Pick one.
#ComplexToTrust
One funds dreams, the other buys proof.
Pick one.
#ComplexToTrust
Your ad overpromised,
onboarding underdelivered.
Every mismatch kills compounding trust.
#ComplexToTrust
onboarding underdelivered.
Every mismatch kills compounding trust.
#ComplexToTrust
November 15, 2025 at 11:54 AM
Your ad overpromised,
onboarding underdelivered.
Every mismatch kills compounding trust.
#ComplexToTrust
onboarding underdelivered.
Every mismatch kills compounding trust.
#ComplexToTrust
November 15, 2025 at 7:56 AM
Case studies appear randomly —
when someone "has time."
Proof isn't a process, it's an accident.
#ComplexToTrust
when someone "has time."
Proof isn't a process, it's an accident.
#ComplexToTrust
November 14, 2025 at 7:11 PM
Case studies appear randomly —
when someone "has time."
Proof isn't a process, it's an accident.
#ComplexToTrust
when someone "has time."
Proof isn't a process, it's an accident.
#ComplexToTrust
Marketing says one thing, sales says another.
Prospects hear both and trust neither.
Mixed messages kill momentum.
#ComplexToTrust
Prospects hear both and trust neither.
Mixed messages kill momentum.
#ComplexToTrust
November 14, 2025 at 2:55 PM
Marketing says one thing, sales says another.
Prospects hear both and trust neither.
Mixed messages kill momentum.
#ComplexToTrust
Prospects hear both and trust neither.
Mixed messages kill momentum.
#ComplexToTrust
November 14, 2025 at 10:31 AM
Monday: 2-hour meeting on messaging.
Tuesday: "Let's revisit the pitch."
Wednesday: Still no agreement.
Your team can't align on what you do.
How will customers?
#ComplexToTrust
Tuesday: "Let's revisit the pitch."
Wednesday: Still no agreement.
Your team can't align on what you do.
How will customers?
#ComplexToTrust
November 14, 2025 at 6:42 AM
Monday: 2-hour meeting on messaging.
Tuesday: "Let's revisit the pitch."
Wednesday: Still no agreement.
Your team can't align on what you do.
How will customers?
#ComplexToTrust
Tuesday: "Let's revisit the pitch."
Wednesday: Still no agreement.
Your team can't align on what you do.
How will customers?
#ComplexToTrust
Your testimonials say "great team."
That's not proof—it's politeness.
Numbers persuade. Niceness doesn't.
#ComplexToTrust
That's not proof—it's politeness.
Numbers persuade. Niceness doesn't.
#ComplexToTrust
November 13, 2025 at 8:25 PM
Your testimonials say "great team."
That's not proof—it's politeness.
Numbers persuade. Niceness doesn't.
#ComplexToTrust
That's not proof—it's politeness.
Numbers persuade. Niceness doesn't.
#ComplexToTrust
Homepage hero: "Revolutionizing X with AI."
Translation: We didn't think hard enough about our value prop.
#ComplexToTrust
Translation: We didn't think hard enough about our value prop.
#ComplexToTrust
November 13, 2025 at 4:31 PM
Homepage hero: "Revolutionizing X with AI."
Translation: We didn't think hard enough about our value prop.
#ComplexToTrust
Translation: We didn't think hard enough about our value prop.
#ComplexToTrust
November 13, 2025 at 1:52 PM
Your LinkedIn bio sounds like an auto-generated tagline.
Nobody trusts someone who hides behind buzzwords.
#ComplexToTrust
Nobody trusts someone who hides behind buzzwords.
#ComplexToTrust
November 13, 2025 at 10:23 AM
Your LinkedIn bio sounds like an auto-generated tagline.
Nobody trusts someone who hides behind buzzwords.
#ComplexToTrust
Nobody trusts someone who hides behind buzzwords.
#ComplexToTrust
Marketing writes for marketers,
sales talks to CTOs,
product builds for users.
Three teams,
three messages,
one lost buyer.
#ComplexToTrust
sales talks to CTOs,
product builds for users.
Three teams,
three messages,
one lost buyer.
#ComplexToTrust
November 13, 2025 at 6:37 AM
Marketing writes for marketers,
sales talks to CTOs,
product builds for users.
Three teams,
three messages,
one lost buyer.
#ComplexToTrust
sales talks to CTOs,
product builds for users.
Three teams,
three messages,
one lost buyer.
#ComplexToTrust
Your homepage:
14 features listed.
Zero outcomes explained.
Visitor scrolls.
Clicks away in 12 seconds.
You'll never know why.
#ComplexToTrust
14 features listed.
Zero outcomes explained.
Visitor scrolls.
Clicks away in 12 seconds.
You'll never know why.
#ComplexToTrust
November 12, 2025 at 7:32 PM
Your homepage:
14 features listed.
Zero outcomes explained.
Visitor scrolls.
Clicks away in 12 seconds.
You'll never know why.
#ComplexToTrust
14 features listed.
Zero outcomes explained.
Visitor scrolls.
Clicks away in 12 seconds.
You'll never know why.
#ComplexToTrust
Buyers don't trust automation.
You talk speed; they fear risk.
Sell control, not code.
#ComplexToTrust
You talk speed; they fear risk.
Sell control, not code.
#ComplexToTrust
November 12, 2025 at 4:38 PM
Buyers don't trust automation.
You talk speed; they fear risk.
Sell control, not code.
#ComplexToTrust
You talk speed; they fear risk.
Sell control, not code.
#ComplexToTrust
No one knows who's behind the product.
Anonymous companies don't get enterprise deals.
Trust wears a human face.
#ComplexToTrust
Anonymous companies don't get enterprise deals.
Trust wears a human face.
#ComplexToTrust
November 12, 2025 at 1:36 PM
No one knows who's behind the product.
Anonymous companies don't get enterprise deals.
Trust wears a human face.
#ComplexToTrust
Anonymous companies don't get enterprise deals.
Trust wears a human face.
#ComplexToTrust