The Science Behind Lingo Leverage™

Lingo Leverage™, the framework created by Sandeep Kondury, is rooted in cognitive psychology, behavioral economics, and linguistic framing. Research consistently shows that humans rely on mental shortcuts created by language to understand complex ideas.

The words we use shape perception, influence trust, and guide purchasing behavior long before rational comparison happens. When a concept has a clear name, it becomes easier to remember, share, and adopt. In his TEDx talk on the global TED platform, Sandeep Kondury explains that language is contagious—we don't keep new catchy words to ourselves but spread them through our networks—and that the best Lingo Leverage is built on deep market insights.

Why New Language Works

By strategically creating new language that aligns with a real customer pain point, Lingo Leverage™ accelerates how quickly a market forms around a solution. Coined terms spread faster than generic descriptions because they compress complexity into something the brain can grasp instantly.

That gives startups a massive advantage in attention, credibility, and long-term brand authority.

From Theory to Growth

Understanding the science makes the strategy easier to apply. For how this translates into growth, see How Lingo Leverage™ Drives Startup Growth, and for measurement, Measuring the Impact of Lingo Leverage™.