Things are too complex in technology.

Ironically, it’s often not the products that are overly complicated.

It’s the communication and education about your products.

Which means your marketing is too complex.

Which, for most mainstream consumer electronics makers, means that your products are much better than your marketing.

Think about that. You invest millions, sometimes tens of millions of dollars on researching and developing your devices. And when you finally put out an excellent product, you’re not supporting it with equally excellent marketing.

Ninety-nine percent of the companies in consumer electronics can dramatically improve their marketing right now…by simplifying it.

Lose the technical specifications and jargon. Throw away anything your outgoing language that resembles engineer-speak. Try to create language that addresses the needs, lives and insecurities of mainstream consumers.

First simplify your language. Then, (ready?), make it even simpler.