“My Developer Speaks a Different Language”: Bridging the Gap Between Business Goals and Tech Jargon
You’re on a call with your developer. They’re enthusiastically explaining the “optimization of your TTFB by implementing persistent object caching in Redis” and the “new CI/CD pipeline for deployment.” You nod and smile, pretending to understand, but inside your head, there’s only one thought: “What on earth is he talking about? And how will this help me sell more products?”
If this sounds familiar, know this: **it is not your fault.** It is not your job to understand the intricacies of server architecture. It is the developer’s job to translate technology into business value. If they can’t do that, they are only doing half of their job. Today, we’re going to dismantle the technical barrier and show you what clear, effective communication really looks like.
Why Tech Jargon is a Red Flag, Not a Sign of Genius
Many people assume that a developer who uses complex terminology must be incredibly smart. In my 20 years of experience, I’ve found the opposite is often true. Excessive jargon is a symptom of a deeper problem.
Translating “Geek” to “Business”: A Practical Glossary
Let me be your translator. Here’s how complex technical tasks should be explained in terms of tangible business benefits.
| The “Geek” Phrase | What It Actually Means for Your Business |
|---|---|
| “We’ll set up a CDN via Cloudflare.” | “Your website will load for a customer in New York just as fast as it does for one in Berlin, because we’ll store copies of it on servers all over the world, as close as possible to each visitor.” |
| “We need to optimize your Core Web Vitals, especially LCP.” | “We will make sure the main image and text on your page appear almost instantly, so your users aren’t staring at a blank white screen. Google loves this and will rank you higher for it.” |
| “We’ll implement server-level Redis caching.” | “We will build an ‘express lane’ for your data. This allows your e-commerce store to handle a massive surge of traffic during Black Friday without slowing down or crashing, so you don’t lose a single sale.” |
My Process is Built on Clarity
I believe that clear communication is a feature, not a bonus. My entire workflow is designed to be a “translator” between your business goals and the technology required to achieve them.
The Blueprint Stage
We don’t start by talking about “backend” and “frontend.” We start by talking about your customer’s journey. In Figma, we map out this journey together, creating an interactive prototype. You see exactly how each button and each section solves a specific business problem before we proceed.
Asynchronous Written Communication
All our communication happens in writing, usually in a project management tool like Trello. This forces me to formulate my thoughts as clearly and simply as possible. It gives you time to read, think, and ask clarifying questions. There is no pressure, no stream-of-consciousness on a conference call. This is how we avoid the communication black hole I described in my article on what to do when your developer disappears.
Focus on ‘Why,’ Not Just ‘How’
I will never propose a technical solution without first explaining **why** it benefits your business. I won’t just say, “We need Redis.” I’ll say, “We need Redis **so that** your online store can handle the holiday rush without losing a single order.” The ‘why’ is always connected to your bottom line.
You Don’t Need to Learn to Code. You Need a Translator.
Your job is to be an expert in your business. My job is to be an expert in technology *and* in translating your business goals into that technology. A good developer builds websites. A great developer builds bridges—the bridge between your vision and the code that makes it a reality. And that bridge is built with simple, clear language.