“Ours is the age of substitutes; instead of language, we have jargon; instead of principles, slogan; and, instead of genuine ideas, bright ideas.” – Eric Bentley, British writer.
Too often as business owners there is the temptation to talk in a language that is only understood by you and the people who are part of your company or somehow already invested in the success of your products.
These people are already on board with your company. They understand what you are trying to achieve, but you should not for one moment assume that the average person knows or cares about the technical side of your business or any industry jargon.
That’s why it is essential for you to explain your ideas in a way that makes them easy for everybody to comprehend – even if this the first they’ve ever heard of it – otherwise your business may be doomed to failure from the start.
