Look, your business is complicated. You have to know a lot to do your work.

But listen to yourself. When you are talking to a lay person, how much jargon do you use? How many initials or acronyms? How many [shudder] buzz words?

You don’t have to dumb it down, just use plain English. So a relatively bright eight year old can understand what you do.

And don’t be shy about asking what Swim Lane means.