Dear founders, please stop saying "Based on science"

It's not the flex you think it is

Dear founders, please stop saying "Based on actual science" just because you found a paper from 2014 that vaguely talks about something your app does.

What do you think will happen?

You: "It's based on science!" 🥴

Customer: "Oh, good, good, I was looking for academically grounded products"

That's not how most people buy things.

Also, what's up with the "actual" science? Instead of the made-up science? If science is about ascertaining truth, actual science is a pleonasm. And ironic, because often there's no actual science behind such claims.

But Jeroen, what about medicine?

Do you really think Pfizer or Novo Nordisk say "Based on science" in their sales pitch? They have more advanced claims:

"It actually reduces symptoms by 70%. Oh yeah, btw, it's clinically trialled."

I've yet to find one GTM strategy where the secret ingredient in nailing their messaging was adding "Based on science!" 🥴

"Based on science" is similar to "Empowered by AI" or worse: "Based on NASA technology"

Dude, you made a hiking t-shirt, not a rocketship. Calm your tits.

I'm not saying scientifically backed products don't sell.

I'm saying that if throwing in "science" works for your product category, there's a 95% chance your customers are buying your snake oil.