Overcomplication has a way of disguising itself as sophistication.

It feels considered, it sounds intelligent.
It gives the reassuring impression that something substantial is being said, even if, on closer inspection, it’s surprisingly difficult to repeat back to someone else without losing the will to live halfway through.

Clarity, on the other hand, can feel slightly exposing.

It forces decisions and removes the comfort of saying everything “just in case.”
It asks you to be precise about what you do, who you’re for, and why it matters, which is a much higher bar than it sounds.

Most founders don’t struggle with vision.

They know what they’re building, why it matters, and more often than not, can explain it brilliantly… usually mid-sentence, slightly passionately, occasionally with hand gestures.

And then you look at their website, and it says absolutely none of that.