The craftman speaks directly: "I need 8 valves to make a V8". But "leaders" (i.e. management), to not be confused for craftmen will speak in riddles and say "We'll probably need more than 2 valves to make the V8 product, am I right quadcore?". It also shows they have emotional intelligence and communication skills.
Since management generally take decisions, homepages will start by describing the product in riddles, like management does.
Of course, the homepage reflecting the lingo of the leaders is incomprehensible to the would-be customers. To the rescue comes the guild of scoundrels (i.e. marketing), who know the customers don't want products, or someone else's vision - they want the promise all their worries will be taken away. They thus say, "We're transforming the global logistics", and "Our new V8 product will supercharge your business to win in this complex world". And so says the site now.
Needless to say, the only visitors not confused by this are the ones who are even more confused about what problem they themselves have, and what they need to solve it.
Disagree. People in general are horrible at writing and explaining things to those who lack the context.
Think to every stereotypical story about a engineers getting frustrated that they can't sell their boss or product manager on something they want to do. In my experience, 99% of the time it's because they don't bother to check if the person they are speaking to is even aware of the problem to which they pitch a solution.
It's not malice or intentional, it's lack of skill. If your website fails to get you business because it doesn't explain what you are offering to a customer, that's a fuckup not some high minded managerial maneuver.
This is intentional.
The craftman speaks directly: "I need 8 valves to make a V8". But "leaders" (i.e. management), to not be confused for craftmen will speak in riddles and say "We'll probably need more than 2 valves to make the V8 product, am I right quadcore?". It also shows they have emotional intelligence and communication skills.
Since management generally take decisions, homepages will start by describing the product in riddles, like management does.