Speak the Language of Your Audience

The first principle is that, if you want to get a message across, you must speak the language of your audience.

It's not enough to be heard. You must be understood. A product or service may be brilliant, but if the people you want to reach don't understand you, what difference does that brilliance make?

As a company, you need to "become flesh" to your customers so that they can know you and know how you can help them.