The Challenge

Neuroscientist Barbara (35+ years experience): developed method measurably improving cognitive function/reducing stress/preventing burnout. Frustrating paradox: people needing solution most (high-stress high-performance individuals) hardest to reach. Website + messaging felt inauthentic “I don’t sell oils, I don’t sell wellness”—frustrated true value lost in translation. Came to head approaching Bernd G. (Dynatrace CEO): entire world built on data/causality/measurable results. Barbara knew him personally adding pressure “I can’t just go there… he’s not the type.” Fear palpable—how could scientist of mind connect with man viewing world as complex code architecture? Live simulation session with Simon Markus tested exact scenario: CEO avatar programmed with Bernd G.’s known personality traits shut her down instantly. Initial pitch focusing “triad of health—body, mind, and soul” met cold cutting response: “That, to me, is not valid input parameter. It’s unqualified noise… This is not compatible.” Meeting over in 90 seconds, pain real, path blocked.

The Approach

For analytical leaders like Bernd G.: world operates on deterministic variables, internal “gatekeeper” filters out anything not measurable/quantified. Mistake = trying appeal to sense of well-being. Strategic lever = appeal to need for system optimization. Breakthrough not changing Barbara’s product but changing language describing it. Simon provided new script reframing entire value proposition: “You’ve built system that masters complexity, but most brilliant software in world written by humans. And human cortex under pressure is stochastic variable… I’ve identified neurophysiological stress markers leading to cognitive glitches… This isn’t HR topic; it’s bug in human wetware. And I have patch.” Single shift transformed Barbara’s solution from “nice-to-have” wellness initiative → mission-critical fix for quantifiable business problem. CEO’s most valuable assets (brilliant minds of software architects) = system’s biggest vulnerability. Barbara not selling oils but selling performance patch for his human operating system.

The Results

Deepest level: Barbara’s challenge classic “gatekeeper” problem—CEO’s analytical mind powerful gatekeeper designed protecting system from inefficient/illogical/esoteric inputs. To get past gatekeeper cannot be yourself—must be person holding key. Key = language. Simulation proved speaking own language (no matter how authentic) = rejection. Must use gatekeeper’s language granted access. Barbara realized job in first 15 minutes not being holistic healer but being systems analyst who found critical bug. As Simon explained “For 15 minutes you speak prepared language of big bad gatekeeper. And then he becomes little man with hat.” Once value understood + transaction made authentic relationship can begin. Barbara left session with more than new pitch—new understanding of value translation. Learned to truly serve “intensive care patients” of corporate world first had to get past their defenses. Adopting their language didn’t compromise integrity but built bridge to it. Greatest value often lost in translation—key unlocking massive markets not just having brilliant solution but mastering language of those you seek serving.

The more efficient system wins. Always.