Those who’ve worked with me for any length of time will inevitably have heard me say some variant of the following words: “If the customer has to work to understand what we’re offering, we’ve already lost.” I try to live by those words.

There’s enough going on with any client or customer that any of us are dealing with. Just like us, they’re constantly bombarded by emails, news, requests for, and demands of, their time - and, oh yes, their actual work.