Have a technology company or other jargon-riddled enterprise?

If you run a technology company and you want everyone to buy your product, not just the people who get technology — but the people who don’t — you need to avoid techno-jargon.

You want your audience to understand your product not by how it works, but how it works for them.

You want to tantalize the senses and ignite the imagination. You want your product to help people realize problems and visualize solutions.

Attention Deficit Disorder:

How much time are you going to ask of your audience? How much will they give?

Running a business is a marathon, but telling your clients about it should be a sprint.