The Core is a limited series of concise principles, sharing the ideas that sit at the heart of everything I do.

It doesn't matter how insightful you are, or how much expertise you have in a given area, if people don't understand you.

If two specialists are talking about solving a problem, then industry jargon can speed that conversation up. But for everyone else, using industry jargon, or making things unnecessarily complicated, makes you look like a plonker. It makes understanding more difficult.

When talking about technology, making yourself understood can be difficult. If you can't use simple language, try a metaphor or analogy that the person you're speaking to will understand. If they want more technical detail, they can ask for it.