Amy and Hilary talk to Jason Perez, a tech start-up founder whose standalone app, Yardz, manages construction equipment for general contractors. As the first independent tool to do what it does, Jason wants to know – how are they supposed to talk about it in both a compelling (seductive) and concrete way? What’s the pitch? The tagline? How can he use straight-forward language that doesn't diminish how game-changing a product Yardz is? This work session will benefit anyone struggling to find the words within a new category, for a specific (and old-school) industry and an even more specific audience within that industry.