Not so long ago, particularly in the corporate space, businesses were full of stuffed shirts. And they sounded it – impersonal, patronising, and oh so boring. Simplicity is the key to successful communications. Always has been. The real experts in any field, however complex, also like to simplify things. It’s not about dumbing down. They know it’s the only way to get their messages across. I’m a big fan of making stuff less stuffy & dead easy to understand.