Every business has complexities, whether it’s an engineering firm, CPA firm, manufacturer, boutique, or restaurant. Entrepreneurs get so deep into their business it’s hard to see it from an outsider’s perspective. Because of that, entrepreneurs tend to create a brand that is too complex and hard for customers to understand. To be successful, entrepreneurs need to transition from using overly-complicated messaging peppered with jargon to messages that are meaningful. A customer can also be very complex, but they crave a simple solution to their problem. And if the brand speaks to them in the simple words they understand, the brand