" It’s easy to lose awareness that we’re talking like an expert. We start to suffer from the Curse of Knowledge, like the tappers in the “tappers and listeners” game. It can feel unnatural to speak concretely about subject matter we’ve known intimately for years. But if we’re willing to make the effort we’ll see the rewards: Our audience will understand what we’re saying and remember it. The moral of this story is not to “dumb things down.” The manufacturing people faced complex problems and they needed smart answers. Rather, the moral of the story is to find a “universal language,” one that everyone speaks fluently. Inevitably, that universal language will be concrete. "

― Chip Heath , Made to Stick: Why Some Ideas Survive and Others Die