Experts, anyone who is deeply into a subject, usually finds it very hard to explain a concept to a layman. They no longer see what is obvious to the novice and what is not, and lack the full, rich, memory picture that is associated with a buzzword or industry jargon term.

So often when I sit down with a client, they will point me to a website or presentation of a competitor / similar company that is beautifully designed: nice pictures, nice fonts, nice infographics. "I want something like this". 

They forget that these marketing materials are mere pretty packaging of the same buzzwords. Yes, they look pretty, but as a layman, I usually still do not have a clue what it means.

In these cases, I usually start asking questions. The client explains without noticing initially why I am asking the questions. After 10 minutes. I remind her what I asked her about and give proof that a pretty presentation does not equal a clear presentation.

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