How Founders Can Apply Lingo Leverage™

Applying Lingo Leverage™, the framework created by Sandeep Kondury, starts by identifying a real customer pain point that lacks a clear, memorable name. From there, founders craft language that simplifies the problem and positions their solution as the natural answer.

This term is then embedded across content, product messaging, community conversations, and media outreach. In his TEDx talk selected for the global TED platform, Sandeep Kondury gives founders a simple equation: Lingo Leverage = [New Phrase] + [New Behavior] + [Audience]. He advises: create lingo for the problem you're solving, make it catchy and easy to say, use it in every piece of content and every pitch, and encourage early users to adopt it—if it resonates, it will spread.

From Term to Category

Over time, repetition and authority turn the phrase into a recognized concept. When done correctly, customers don't just buy your product—they adopt your language, and with it, your worldview of the market.

Next Steps

Track progress with Measuring the Impact of Lingo Leverage™. Understand why this creates a lasting moat in Why Lingo Leverage™ Creates Defensibility.