HowtoCommunicateasaNon-TechnicalFounder

I’ve met a lot of non-technical founders who struggle to communicate with their development teams. It’s a common problem. You have a vision for a product, but you don’t speak the same language as the people building it. You don’t need to become a programmer overnight, but you do need to bridge the gap between your ideas and their implementation.

One of the most useful things you can do is learn to use metaphors and analogies. When I first started working with developers, I wasn’t technical. I had to find ways to explain what I wanted without getting lost in jargon. A great metaphor can prompt a quantum leap in understanding.

By relating complex technical concepts to everyday things, you create a shared language. You don’t have to know exactly how an API works, but understanding some basics helps you grasp the limits and cost implications of different features. It helps you make better decisions about what’s feasible and what’s not.

As a non-technical founder, your role isn’t to tell developers how to do their jobs. Focus on the ‘what’ and the ‘why’ rather than the ‘how.’ Explain what you want to achieve and why it’s important. Let the experts figure out the best way to get there.

Regular communication is vital. Establish a consistent meeting schedule—daily standups, sprint planning, retrospectives. These meetings keep everyone aligned. They allow you to stay informed about progress and challenges while providing business context to technical decisions.

Be involved in the product design process, even if you’re not writing code. Participate in creating user stories, wireframes, and interface designs. This ensures the final product aligns with your vision and market understanding. When the development team offers feedback on timelines or suggests alternatives, listen. They often have insights into how difficult each variation might be.

I’ve found that simplifying and summarising information helps prevent overwhelming your team. Start with the most important points, then provide supporting details. This keeps discussions focused. Also, choose the right tools and channels for communication. Quick updates might be better over email or chat, while more in-depth discussions might require a video call or presentation.

Visuals and examples can be incredibly effective. Show end-to-end demos or prototypes. This not only helps you understand the progress but also allows you to provide more informed feedback. Actively seek feedback from your technical team. Address their questions and concerns patiently. Holding regular feedback sessions creates an open dialogue, ensuring your team feels heard and valued.

Comparing software development to building a house is a metaphor that has helped me a lot. Your software project is like a house—or maybe a skyscraper if it’s a big one. You can’t install the windows before the walls are up. Understanding this helps you see why certain features can’t be implemented immediately or why you need to focus on foundational elements first.

Technical debt is another concept that’s easier to grasp with a good analogy. Think of it as an investment made to save time, but like any debt, interest builds up. Prioritising addressing technical debt early prevents bigger problems down the line.

Be careful with your requests and expectations. Just as you wouldn’t ask a construction team to build a mansion in three weeks, be realistic about timelines and complexity in software development. Rushing can lead to poor quality and more problems later.

It’s important to understand that technical people often use terms that are second nature to them but foreign to you. Words like API, serverless, cloud-native—they might as well be another language. Familiarising yourself with basic technical terminology can help bridge this gap. (I’ve included a list at the bottom of the page). You don’t need to become an expert, but knowing the difference between a mockup and a wireframe can prevent misunderstandings.

Sometimes, you’ll need someone to bridge the gap between you and the technical team—a product manager or solution architect who understands both sides. But this isn’t always possible, especially in a startup. In the long term, it’s better to get familiar with the terms yourself.

Imagine you’re building a house. You wouldn’t just tell the builders to “make it nice.” You’d provide blueprints, discuss materials, and plan out each room. The same goes for software. You need to figure out what you want to achieve and what your core goals are to arrive at the most efficient solution.

Start by creating a wishlist—everything you want to achieve. Then pare it down. What do you absolutely need to launch? What can be added later? The more specific you are, the better your developers can help you put a plan in place.

Use tools to help communicate your ideas. Mind maps, flowcharts, or even simple sketches can make a big difference. Lucidchart is a popular tool for this. Brainstorm with someone who can offer an outside perspective. Walk through a simple exercise: pretend the app has already launched. What do users expect? What’s their experience? What’s the bare minimum you need to achieve that at launch?

Finding the right developers is also crucial. Often, non-technical founders think they need a “software developer,” but that term can mean different things. To you, it might mean someone who can handle everything from coding to product development to project management. To a technical person, it might just mean a dev.

Again, think of building a house. If you want to make changes to the bathroom and window placement, you might say you’re bringing back the contractor, but you’ll actually need an electrician, a plumber, and an architect. It’s the combination of skills that’s right for your project.

Understanding who you need prevents added costs and delays. If you’re working with an individual developer, you might find yourself managing a technical development process without the in-depth know-how. To make it work, use project tracking tools like Jira or Trello to communicate specific steps and goals.

Check in regularly—weekly or biweekly. Ask the developer to explain updates in simple terms. Be prepared to make decisions with the information they give you. Don’t leave anything up to chance. If you add or remove items, understand how it affects the timeline and scope. When you request changes, ask the developer to explain the ramifications so you fully understand what your change will affect.

Effective communication isn’t just about talking; it’s about listening and understanding. Use tools like Slack for communication, Google Drive or Confluence for sharing files and knowledge. Familiarize yourself with terms like cross-platform mobile app, React versus React Native, APIs, and so on.

Learning these basics helps you understand what your team is talking about. It builds trust and makes the development process smoother. Remember, the goal isn’t to become a technical expert but to communicate effectively to bring your vision to life.

In the end, being a non-technical founder isn’t a disadvantage. Your perspective is valuable. You see the product from the user’s point of view, and you understand the market. But to turn your vision into reality, you need to bridge the gap with your technical team. Use metaphors, focus on clear communication, participate in the design process, and be willing to learn. It’s an ongoing process, but one that’s crucial for your startup’s success.

Term | Definition

API (Application Programming Interface) A set of rules that allow different software applications to communicate with each other.

Backend Development The server-side of an application, dealing with databases, servers, and application logic.

Frontend Development The client-side of an application, focusing on what users see and interact with.

UI (User Interface) The visual elements of an application that users interact with.

UX (User Experience) The overall experience a user has when interacting with a product. Wireframe: A basic visual guide representing the layout of a website or app.

Mockup: A detailed design that shows how the final product will look.

Prototype: An early model of a product used to test concepts and functionalities.

Agile Methodology: A project management approach involving iterative development and frequent reassessment.

Sprint: A set period during which specific work has to be completed and made ready for review.

Version Control: A system that records changes to files over time so you can recall specific versions.

Repository A central place where data is stored and managed.

Bug: An error or flaw in software causing it to produce incorrect results.

Debugging: The process of identifying and fixing bugs.

Database: An organised collection of structured information or data.

Server: A computer or system that provides resources, data, or services to other computers.

Cloud Computing: Delivery of computing services over the internet (“the cloud”).

Scalability: The ability of a system to handle increased load without performance loss.

Deployment: The process of making an application available for use.

Codebase: The entire collection of source code used to build a particular application.

Technical Debt: The extra work that arises when code that’s easy to implement is used instead of a better solution.

QA (Quality Assurance): Processes to ensure a product meets certain quality standards.

Responsive Design: Design that adjusts smoothly to various screen sizes and devices.

CMS (Content Management System): Software that helps users create, manage, and modify content on a website without specialised knowledge.

SSL Certificate: A digital certificate that authenticates a website’s identity and enables encrypted connections.

Domain Name: The address where users can access your website.

Hosting: Providing storage space and access for websites.

SEO (Search Engine Optimisation): The practice of increasing the quantity and quality of traffic to your website through organic search engine results.

Open Source: Software with source code that anyone can inspect, modify, and enhance.

Framework: A platform of pre-written code that developers can use to build applications.

Library: A collection of non-volatile resources used by computer programs.

Algorithm: A set of instructions designed to perform a specific task.

Integration: Combining different systems or software to function together.

Encryption: The method of converting information into code to prevent unauthorised access.

Firewall: A network security system that monitors and controls incoming and outgoing traffic.

Single Sign-On (SSO): An authentication process that allows a user to access multiple applications with one set of login credentials.