Language shapes market perception

New languaging creates new thinking, and a demarcation point in language creates a demarcation point in thinking, which can create a demarcation point in perceived value.

The company that creates the languaging for the category wins.

"The old game" refers to his strategic narrative framework, and the examples (software, cloud, transactions, subscription, etc.) are shifts he analyzed in successful company positioning decks.

What's really, I think key is naming it, naming that old game. The examples you saw, software, cloud, transactions, subscription opinions, reality. This very, very concise naming is really key.

We constantly looked at every copy we wrote and asked, 'Could this have been written by other companies? Could this have been any other company or is it Duolingo? What makes this Duolingo?'

"These three words" refers to category names that companies create to define their market position. "Opinions-to-reality story" is Raskin's framework for strategic narratives showing transformation from subjective to objective insights.

These three words aren't going to do it. Take Gong, I mean already other companies were using this term revenue intelligence. With Gong, it suddenly becomes a thing because I think they have this opinions-to-reality story behind it.