Warren Buffet is famous for telling people they should only invest in businesses they understand. A corollary to that is that a company should be able to describe in simple terms what they do. Even if what they do is really technical and complicated.

Why? First so employees and investors can get on board and help the company get where it wants to go. But it’s just as important that your potential customers know what you can do for them. And just because you offer a product to