Anchor what you sell to something people already know. We don’t explain resource planning from first principles. We point at the old planning board on the wall — the magnetic one with names down the side and weeks across the top. Everyone has stood in front of one at some point, and everyone remembers it working. Timewax is that board, digital. In one sentence the prospect already understands most of the product, and the conversation can move on to what’s actually new. Explaining a new concept is expensive. Borrowing an old one people already trust costs nothing.