The K.I.S.S. (keeping it super simple) principle of communications is not new to anyone who has been in the business very long. However, we find that many of our clients get so wrapped around their own information and so deep into the technical explanations of it they forget the principle. We tell our clients this: write what you want someone who is 13-years old or 80-years old to understand then find you one of each and let them read it. If they can’t understand it – start over.