[WheelsAtLarge]

I would add that complex is a relative term. If your product can't be put in terms that are easy for your customer to understand then you have the wrong customer or the wrong product.

As noted above -"The bottom-line is that your customers don't care about your product. They care about how your product helps them."

Selling me an apparatus that I can ride and has a combustion engine with wheels will not sell me on a product. Telling me that a machine can get me from point A to point B easily and fast and it's called a car. Will definitely get my attention.