Why That Worked – Presented by StoryBrand.ai

Episode #33: Snipd—What Your Brand Name is Really Saying to Customers (RE-RELEASE)
Date: August 18, 2025
Hosts: Donald Miller & Kyle Reed

Episode Overview

This episode dives into the power—and potential pitfalls—of brand names and messaging through the lens of the app “Snipd,” a podcast summarization app. Donald Miller and Kyle Reed unpack what your brand name communicates (intentionally or not), how the “curse of knowledge” sabotages clear messaging, and actionable ways to craft taglines and messaging that truly resonate with customers. The episode is engaging, laughter-filled, and packed with both examples and immediately applicable advice for anyone running a business or responsible for communications.

Key Discussion Points & Insights

1. The Brand Name Guessing Game: Snipd

• [00:25] Donald introduces “Snipd” to Kyle without context, asking him to guess the product from the name.
• Kyle, thrown by the strong “cutting” connotation, jokes:

  “It is a home circumcision kit.” (Kyle Reed, [00:52])

• Donald reveals Snipd is actually an AI-driven podcast app for capturing and summarizing audio highlights.

2. The Power and Risk of Naming

• The hosts debate whether “Snipd” is a clear and effective name for the product’s purpose.
• Alternative names get tossed around:

  “I would call that Knowledge Gather or Gather.” (Kyle Reed, [01:31]) “Curator” and “Gathered” are also mentioned as more aligned with learning and collecting information.

• Both agree: Names with strong, specific imagery (like “snipped”) can cause misunderstandings if not explicit about the product.

3. Explaining Features & Functionality

• [02:39] Donald breaks down how Snipd works:
  • AI listens and lets users “snip” (save) segments while listening.
  • Later, users receive a printable/email summary of saved highlights and quotes.
  • Community learning: Highlights get aggregated—like Kindle’s popular highlights feature.

4. The Curse of Knowledge

• The “curse of knowledge” is discussed at length—where insiders assume customers know as much as they do, leading to unclear messaging.
• Kyle references Lee LeFever’s “tapping game” as a metaphor: A person taps out a song; it’s clear to the tapper but often incomprehensible to the listener.

  “That’s how you sound… you’re the tapper. It’s obvious to you, right?” (Kyle Reed, [05:38])

• Donald emphasizes preparing brand messaging as though the potential customer knows nothing.

  “I don’t want to know anything about your brand… I want to say, ‘Oh, so is this for the uncircumcised community?’” (Donald Miller, [07:01])

5. Actionable Messaging Strategies

• Central Rule: Always state what your product is and does—don’t make customers guess.
• Practical test:

  “Say what it is. Sing out loud. Yeah, right. Say, you know, you could say Snipd, the podcast summarizer, you know, or summarize a podcast fast.” (Kyle Reed, [08:02])

• Donald urges using messaging that would be clear to the “ignorant” or uninformed perspective.

  “Listen to it from a completely ignorant perspective.” (Donald Miller, [09:31])

6. Real-World Examples

• [11:23] Tagline for a refrigerated health bar:

  “Real food needs to be refrigerated.”
  Flipping a perceived negative (must be refrigerated) into a differentiator.

• [12:26] Honest skincare messaging:

  “Look five years younger and age more slowly.” (Donald Miller recounting a friend’s product)

• [14:05] Peanut butter jar messaging:

  “Simply stir and serve.”
  Reframes a negative experience (oil separation) as simple and positive.

7. “Think For Your Customer”—Direct Messaging

• Use direct calls to action:

  “Order the best cheeseburger in town at Acme Grill… or celebrate the big moment at Acme Grill?” (Kyle Reed, [19:13]) “Take your family to a baseball game.” versus “Baseball, America’s favorite family sport.” ([21:39])

• Strong, explicit instructions outperform vague, clever, or indirect taglines.

8. Applying Insight to Your Brand

• Don’t assume your audience “gets it”—always say what you do.
• Don’t fall into “big brand” habits (e.g., vague Coca Cola slogans); small businesses must be crystal clear.

  “Nobody knows who you are. So… you need to say it clearly.” (Kyle Reed, [17:29])

• Donald emphasizes:

  “When you say it clearly, you’re giving people the opportunity to understand whether or not they need it.” (Donald Miller, [18:09])

Notable Quotes & Memorable Moments

• On brand confusion:

  “I’m hearing home circumcision. Yeah. You’re making fun of it. I’m like, this is awesome.” (Donald Miller, [05:59])

• On not prepping for strategy sessions:

  “The deliverable that I delivered at the end was worse… I don’t want to know anything about your brand.” (Donald Miller, [07:01])

• On direct messaging:

  “Think for the customer, don’t ask them to think.” (Kyle Reed, [21:29])

• On the power of being explicit:

  “Hire a cowboy to build your fence—what a great differentiator.” (Kyle Reed, [18:14])

Timestamps for Key Segments

• [00:25] – Snipd guessing game; first impressions on brand naming.
• [02:39] – Snipd’s features, community highlights, and workflow.
• [05:13] – The “tapping game” and the curse of knowledge explained.
• [08:02] – How to avoid the curse of knowledge: central messaging and clarity.
• [11:23] – Examples of flipping negatives into brand strengths (food, skincare).
• [17:29] – Why small businesses must avoid “big brand” vague messaging.
• [19:13] – The importance of being explicit in calls to action.
• [21:29] – “Think for your customer”—formula for powerful messaging.

Key Takeaways for Listeners

• Always explain what your product does—your brand name and tagline should minimize ambiguity.
• Avoid the curse of knowledge—test your messaging with “naive” listeners before going public.
• Use direct, customer-focused language—don’t expect the audience to “figure it out.”
• Flip perceived product negatives into brand strengths through messaging.
• Test clarity: Would someone outside your company (or industry) understand instantly?

Conclusion

Donald Miller and Kyle Reed offer a masterclass on making your brand communications clear, memorable, and effective—using both mistakes and successes as teaching tools. The episode is not just about the merits of the “Snipd” name but a broader lesson: When in doubt, spell it out. Your revenue—and customers—will thank you.

Quote to remember:

“Think for the customer, don’t ask them to think.”
—Kyle Reed ([21:29])