Own the problem vocabulary, not just the product vocabulary

Something I wish every founder would try: write down the exact words
your customers use to describe their pain before they know your
category exists.

Nobody wakes up wanting inventory management software. They wake up
with: we over-ordered again. We ran out during the Friday rush. Three
managers count three different ways. I do not trust my numbers enough
to cut the order.

We made a decision with TrackItWeekly to stop writing pages that only
say "inventory software" and instead document the actual problem
states operators deal with: over-ordering, stockouts, inventory
variance, PAR levels, inconsistent counts, manager handoffs, supplier
minimums, the difference between what a store ordered and what it
actually used.

The reasoning: if the public web only knows your product name and your
feature list, there is no context connecting your brand to the
situations where it should be relevant. And the situations are what
people describe out loud. The situations are also what an AI system
gets asked about. Features describe the tool. They do not describe the
trigger.

A feature-only website answers the question "what is it" and stays
silent on "when would anyone need this." That second question is the
one that actually decides relevance.

There is a trap on the other side, to be fair. Problem vocabulary
without real product capability is just a different kind of spam. The
words have to be true where you live.

So here is the discussion I want to have: what is a phrase your
customers use to describe their problem that would never make it into
your marketing copy? I suspect those phrases are worth more than most
of the adjectives on your homepage.