I think that one of the most valuable points this article makes is the "keep it simple" message, the apple ad example is particularly spot-on. It's great advice

I think that one of the most valuable points this article makes is the "keep it simple" message, the apple ad example is particularly spot-on. It's great advice especially when you're trying to promote/market a new service/app/whatever. When you're into product development, you'll always tend to be slightly technical when you describe it. Removing any technical reference during the first approach is good to bear in mind. Unless you're aiming to a particular market, 99% of your users won't be that savvy.