McCornack (2010) highlights that shared meaning only arises when participants have overlapping fields of experience, which is something product content must actively build. One way product owners can build shared meaning is by making a product demo available.

The Problem - Solution - Benefit chain mirrors a Cause - Effect - Result structure i.e. a coherence relation that maps directly to how humans reason. ✍️ Build structure users can think through.

If users can't infer how ideas connect, they won't act. Discourse coherence supports comprehension, trust, and behavioral outcomes.

There's no logical reason why a checkout page designed like a receipt converts better. And yet.