Start with the assumption that you’re wrong. Constantly validate your theories through micro-experiments. When I first started “Krown.io”. I explained the service as an “Annotation Blogging Platform.” That was, until I found out the majority of people have no idea what “Annotations” are. We tried a variation of “Smart Blogging,” “Highlight Blogging,” “Feedback Blogs,” and “Contextual Blogging Platform.” Which surprise, surprise. People still had no idea what we were talking about. So we added a bare-to-the-bones explanation, “Highlight a text and add comments directly on the highlighted text.” Validate your hypothesis.