So, after coming up with ideas, we need develop simple messages and language to test our ideas with folks from the business. Avoiding all technical jargon and concepts has two benefits: first and most important, it forces us to think clearly and crisply; second, simplicity increases the chances that the business audience will understand our intent and see the benefits.
Does the average marketing person understand what I am saying? If not, I need to go back to the drawing board.
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