It’s 2010, and inexplicably, inexcusably, many technology makers are still talking about their products in highly technical, uninteresting, difficult-to-understand ways. Smart phones, televisions, computers, cameras, camcorders — all of these devices are still drowning in poor language.

What you say about your products — whether or not you can immediately excite consumers about them — has a lot more to do with your company’s success than how good your product is.

Great products disappear from the market every day because of poor marketing.