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How do you make problems and pains stand out?

Give them a name.

Like this post from Figma that creates a new vernacular for many of the problems their platform solves.

Take “Slack-lash” for example

“the pulse-spiking moment when Slack goes off, unleashing a digital avalanche or messages”

Or “Workplace Whack-a-Mole”

“batting down tasks, alerts, and emails as they pop up”

→ Read the new vernacular of work