[WheelsAtLarge]

I like the idea of keeping it simple. You need to minimize jargon and concepts that take a PhD to understand. Also, keep in mind that people don't know what's in your mind so you need to over explain so that people can get enough background to understand what you are trying to convey. Get the book, "Made to Stick: Why Some Ideas Survive and Others Die." It's a marketing book but it will give you some tips on how to speak to a small audience.