MessageVideos

Joel in the Wild

Just some fun videos captured of me out and about over the years.

How to Turn Blank Stares Into Buy-In ft. Joel Benge | Episode 277

What do NASA, Nickelodeon, and the Department of Homeland Security have in common? Joel Benge.

In this episode, we sit down with the “Nerd That Talks Good” himself to explore why …even the smartest tech leaders lose their audience, and how to fix it.

Joel unpacks the psychology behind “blank stare moments,” the power of people-first messaging, and why logic alone doesn’t win hearts or deals. If you’re a leader, founder, or communicator in a complex industry, this conversation is your roadmap to clarity and connection.

Learn More About Our Guest:
https://a.co/d/2DfsKtP
https://www.linkedin.com/in/joelmbenge/
https://messagespecs.com/

Learn More About Speak with People:
https://www.speakwithpeople.com/

Access an Ever Growing Communication Skills Library
https://www.speakwithpeople.com/skillslibrary

Like/Watch/Share Our Resources:
https://linktr.ee/SpeakWithPeople
Learn MORE About Our Host:
https://www.facebook.com/jraitz/
https://www.instagram.com/jasonraitz/
https://www.linkedin.com/in/jasonraitz/
https://jasonraitz.com/

🎙️ Subscribe to the Pod on Apple Podcasts
https://podcasts.apple.com/us/podcast/speak-with-people/id1642767395

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#communication #healthycommunication #podcast #apple #google #spotify #youtube #youtubepodcast #workplace #workplacecommunication #working #leadershipdevelopment #speakwithpeoplepodcast
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How to Turn Blank Stares Into Buy-In ft. Joel Benge | Episode 277

What do NASA, Nickelodeon, and the Department of Homeland Security …

The Curse of Knowledge—How Being Too Smart Kills Your Pitch

📚 Start here: Who Says You Can’t Startup Online Course …

📚 Start here: Who Says You Can’t Startup Online Course
https://whosaysyoucantstartup.teachable.com/p/full-bundle

Use code 25OFFALLCOURSES for 25 percent off the full bundle.

📚 Books by Jothy Rosenberg
Tech Startup Toolkit: https://www.manning.com/books/tech-startup-toolkit
Who Says I Can’t: https://whosaysicant.org/product/book-adventures-on-the-can-do-trail/
Adventures …On The Can Do Trail: https://whosaysicant.org/product/book-adventures-on-the-can-do-trail/
The Cloud At Your Service: https://www.amazon.com/Cloud-Your-Service-Enterprise-Computing/dp/1935182528/

🔗 Follow Me
LinkedIn: https://www.linkedin.com/in/jothy
TikTok: https://www.tiktok.com/@designingsuccessfulstart
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Spotify: https://open.spotify.com/show/4AcONvI1yssfvybLEziXa4

What happens when a brilliant technical founder can build a breakthrough solution but cannot explain it clearly to investors?

That challenge known as the curse of knowledge has sunk countless pitches and disconnected startups from the people they most need to convince.

In this episode of Designing Successful Startups, Joel Benge, principal consultant at MessageSpecs and creator of MessageDeck, shares how he helps technical experts translate complex ideas into clear, compelling narratives. From working with Nickelodeon to NASA, Joel has seen firsthand how clarity in communication can transform understanding, unlock credibility, and open doors.

One of Joel’s most powerful insights came during his time with a cybersecurity startup. Faced with the challenge of explaining a complex algorithm, Joel and his 8-year-old son created a card game that simplified the idea in under 40 seconds. That moment sparked a career-long mission to help founders and teams communicate with precision and impact.

👤 Guest Bio
Joel Benge is the founder of MessageSpecs Consulting, where he helps technical leaders and founders overcome the curse of knowledge. He has worked with companies ranging from Nickelodeon to NASA, helping teams articulate complex technical ideas in ways that resonate with stakeholders. Joel is also the creator of MessageDeck, a gamified card deck that helps developers and leaders craft their message, discover their credibility builders, and design hooks that engage audiences. Learn more at https://www.benwiener.net
.

🧠 Key Takeaways

√ Overcoming the curse of knowledge starts with simplifying complex ideas into relatable narratives
√ Effective communication requires balancing heart, head, and gut, emotion, logic, and credibility
√ A compelling “Big Idea” resonates far more than jargon or technical specs
√ Self-awareness is the antidote to imposter syndrome recognize your strengths and what you bring to the table
√ Mastering communication is not a bonus skill for founders, it is a survival skill in the startup world

⏱ Chapters
0:00 Intro
2:00 From military upbringing to NASA and Homeland Security
6:00 Discovering the curse of knowledge in cybersecurity
10:00 Creating a card game to explain algorithms in 40 seconds
15:00 The importance of the Big Idea in startup messaging
20:00 Balancing heart, head, and gut in communication
25:00 Imposter syndrome and self-awareness
30:00 Why every founder belongs in the room once they get there
37:00 Practical tools for simplifying complex ideas
40:00 Final lessons for founders

#designingsuccessfulstartups #startup #entrepreneurship #leadership #communicationShow More

Why Is Your Messaging Failing, and How Can You Fix It Today?

In this episode of The Tech Leader’s Playbook, Avetis Antaplyan sits …

In this episode of The Tech Leader’s Playbook, Avetis Antaplyan sits down with Joel Benge, a strategist, author, and the mind behind “Message Therapy.” With a rich and unconventional background …that spans theater, video game testing, cybersecurity, and federal communications, Joel helps technical founders transform complex jargon into messaging that actually connects.

Joel unpacks the biggest reason messaging falls flat: it’s too cerebral and not nearly human enough. Drawing from Aristotle, Maslow, and his own experience in government and tech startups, Joel introduces frameworks like his “Message Therapy” card deck, a tool that blends psychology, storytelling, and gamification to uncover the true heart of a brand.

This episode is packed with actionable insights for founders, product marketers, and anyone tasked with explaining something complicated in a way that actually sticks.

If you’ve ever felt like your messaging doesn’t land or sounds like everyone else, this conversation will help you find your voice, and your big idea.

Takeaways
Joel Benge coined the term “Message Therapy” to help founders move from brainy jargon to emotionally resonant messaging.
People don’t want more data — they want their problems taken away.
Message Therapy uses Aristotle’s head, heart, and gut model to build trust, likability, and clarity.
Joel’s background in theater and government communications gives him a unique edge in helping technical teams communicate effectively.
Gamification (via his card deck) helps teams uncover buried insights through fast-paced, structured prompts.
Most messaging fails because it skips emotion and leans too heavily on logic or technical credibility.
One simple fix: print your website and highlight content using color codes for logic, emotion, and credibility to visually audit your message mix.
Outsourcing marketing too early often leads to generic, disjointed messaging without a narrative backbone.
Founders should fall in love with the problem they’re solving, not just the product they’re building.
Creating a shared “mantra” can unify internal teams and external messaging across ICPs and channels.
Emotional storytelling is just as important (if not more) in B2B and technical industries.
True differentiation comes from listening deeply, reframing language, and uncovering the beliefs and values that drive your company.

Chapters
00:00 Intro: Meet Joel Benge & Message Therapy
01:45 From Theater Kid to Homeland Security Comms
04:30 Jargon vs. Real Communication in Tech
05:50 The Birth of Message Therapy
07:00 Why Most Marketing Sounds the Same
08:30 Head, Heart, Gut: The Aristotle Framework
10:15 How Gamification Helps Teams Get Aligned
12:30 Why Jargon Kills Sales and Clarity
14:00 The “Blank Stare” Effect in Messaging
17:00 Role Clarity: Be the Peacock or the Expert
18:00 Website Fix: Use Highlighters to Audit Copy
19:45 The Curse of Knowledge Trap
21:00 Why Outsourcing Messaging Can Backfire
23:00 The Hidden Power of White Papers
25:00 Building a Database of Messaging DNA
26:45 Messaging for Multi-Sided Marketplaces
28:30 Creating Mantras That Actually Stick
29:45 Aha Moments That Unlock the Real Message
31:00 Who “Be a Nerd That Talks Good” Is For
32:30 Why Joel Created a Card Deck
34:00 Personal Advice for Technical Leaders
36:00 Sell the Result, Not the Feature
38:00 Reclaiming Authority in the Age of AI
39:30 Closing Thoughts & Where to Find Joel

Joel Benge’s Social Media Links:
https://www.linkedin.com/in/joelmbenge
https://www.instagram.com/joelmbenge
https://www.tiktok.com/@joelmbenge

Joel Benge’s Website:
https://messagespecs.com/link/

Resources and Links:
https://www.hireclout.com
https://www.podcast.hireclout.com
https://www.linkedin.com/in/hirefasthirerightShow More

Why Tech Alone Isn’t Enough: Joel Benge on Turning Vision into Message – Ep. 8

WHAT IF THE REAL CHALLENGE FOR FOUNDERS WASN’T BUILDING THE TECH—BUT …

From Blank Stares to Blank Checks: Joel Benge on Messaging That Actually Works | Community Spotlight

Ever feel like no one’s really getting what your product does—or why …

Cybersecurity Standup at Black Hat with Uptycs

My awesome Cybersecurity Standup conversation with Bronwen Hudson at …

MSP Marketing Made Easy with Joel Benge

MessageSpecs is a marketing and communications consultancy founded by …

TTwTML – Joel Benge on Why Messaging Matters More Than a Marketing Plan

Most startups think they need a marketing plan. Joel Benge says—not …

There's More to Maryland Cyber Than You Think – CAMI Promotion (ADG Creative)

As part of the Cybersecurity Association of Maryland, Inc. (CAMI) …

Book Joel for your podcast or event

MessageTherapy Minutes

Need a hit of MessageTherapy? Here are some bite-sized bit of message musings.

MessageTherapy with GetItDoneCoaching.com's Lidia Axe

What happens when a “Message Therapist” and a Professional Coach get together?

We play cards!

Lidia Axe from Get It Done Coaching joined me on Nerds That Talk Good for a mini …Message Therapy (not a typo) session.

Catch the full episode to see what she had to share.
http://nerdthattalksgood.com/podcastShow More

MessageTherapy with GetItDoneCoaching.com's Lidia Axe

What happens when a “Message Therapist” and a Professional Coach get …

MessageTherapy: The "White Paper"

POV: When I ask about a client’s sales process and they tell me they …

MessageTherapy: Lipstick

If I had a dollar for every time, I heard a client say “we’ll figure …

MessageTherapy: The Founding Story

Every company has a founding story. But if it’s not relevant to your …

Devil's Therapist: Episode One

Just to play devil’s therapist here, try to avoid thesaurus-stuffing …

Before the algorithm, before the feed, before we all started visiting the same 10 web…

Before the algorithm, before the feed, before we all started visiting …

Guy Kawasaki vs. KawasakiGPT

It’s @GuyKawasaki vs. KawasakiGPT! I pitted man against machine in my …

Using Story to acknowledge tension

It’s not enough to just paint a Big Idea picture with your messaging. …

The Big Ideas that matter

How do you stand out when everyone else is pulling back and playing it …

Talk Tech like the Ninja Turtles!

Unleash your inner ninja and master communication with the TMNT! 🐢 …

An Object Lesson in Market Message Consistency

Does it REALLY matter if your message is consistent across all of your …

Cybersecurity Trends

Hey, Nerds! Those cybersecurity marketing trends are going to age …

Find more over on my full channel

Workshops and Trainings

Sample some public workshops and webinars I’ve done for various organizations.

Blank Checks, not Blank Stares Webinar

Replay of a live Message Therapy session introducing the MessageDeck and techniques for overcoming obstacles when presenting technical information.

Blank Checks, not Blank Stares Webinar

Replay of a live Message Therapy session introducing the MessageDeck …

We built it, why aren’t they buying? An interactive method for clarifying your market message

Punch up your technical content—don’t dumb it down. This session is …

Misinfo Village @ MozFest Fringe

I was fortunate to work with the Misinformation Village …

I was fortunate to work with the Misinformation Village (MisinfoVillage.org) on a workshop to apply the MessageSpecs Method to an open community discussion about misinformation and artificial intelligence. It was …a great session with awesome collaboration from the participants.

Read the post-workshop summary blog here:
https://messagespecs.com/musings/cards-against-misinformation/

-+-+-+ From the MozFest Event -+-+-+

First-Principles Messaging For Building Trust and Community Resilience – A Workshop for Effective Marketing Strategies against New Emerging Cyber Threats

In the face of rapid technological advancement, effective messaging plays a critical role in guiding the trajectory of AI and other emerging technologies. Our workshop emphasizes this significant connection between clear, impactful communication and the adoption of safe and inclusive frameworks in the tech world.

The advent of AI poses real risks in terms of not only scaling cyber threats but also a genuine threat to social cohesion, labour, democratic norms and general trust in institutions and technology. It brought forth unprecedented challenges. However, through effective first-principles messaging, we have the power to influence the development and implementation of these technologies. By putting forth compelling narratives that prioritize safety, inclusion, and trust, we can shape public perception and create a demand for ethical and responsible AI.

The Misinformation Village is a community-led collaborative of storytellers, technologists, and coalition builders. Joel Benge, a Village contributor and seasoned industry expert will guide participants through a unique collaborative model designed to extract compelling, authentic messages from diverse teams. This approach not only amplifies the importance of trust in AI systems but also promotes a culture of inclusion and responsibility.

Using the MessageDeck card methodology (developed by Joel), we will explore an elegant, non-technical model of developing technically-sound and trustworthy content and learn how to better identify misinformation, disinformation, and online harms.

This workshop goes beyond crafting effective marketing campaigns; it’s about leveraging the power of communication to influence change, drive technological growth, and foster community resilience.

The MessageDeck leans on 2,400 years of philosophy and psychology but modernizes them through the playing of a simple card game. Attendees will walk away with their eyes open to how some actors are able to capture the public while those attempting to counter misinformation fail to get attention.Show More

Misinformation Village @DEF CON31 Workshop

I was fortunate to present a MessageDeck workshop with the …

Looking for a Good-Talking Nerd?

Need a good-talking nerd for your next meeting or sakes kick off? Did …

Book your own message workshop

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MessageVideos

Joel in the Wild

How to Turn Blank Stares Into Buy-In ft. Joel Benge | Episode 277

MessageTherapy Minutes

MessageTherapy with GetItDoneCoaching.com's Lidia Axe

Workshops and Trainings

Blank Checks, not Blank Stares Webinar