Keep in mind,that description comes from a digital advertising vendor, a company that sells ads on webpages, not a biotech or pharmaceutical company. The company is trying to establish expertise through obfuscation. By making their product sound complicated, they are implying the problem, itself, is complicated. And if the problem is complicated then only a complicate product can solve it, hence why they are needed. Now I’m not trying to downplay the work this company does. In fact, they are actually quite good at what they do, and they are generally a best performing partner for many clients. See, I know this company, I know what they do, I’m friendly with people that work there, I’ve even worked with them in the past, but that description took me three reads to fully understand what they were trying to say. And that is where I take issue. If an ‘insider’ doesn’t understand what they are saying, how can someone with less exposure possibly get it? That is not good product marketing and it is terrible business communication.

And this bring us to the moral of my short rant…use less jargon. Better yet, use less words in general. Force yourself to say more with less. And do that in all of your communications — emails, presentations, websites, Medium posts, whatever. See, the most informative and effective communications are often the shortest and most simplified ones.