That pretty much says it.

Now sit down with your manager, a peer or a friend and simply explain:

1) What are your customers problems?

2) Why does your product or service solve them?

3) How does your product or service solve them?

If it was simple, well done.

If it wasn’t, try again.

Simplicity is a powerful tool that is grossly under utilized in selling.

. . . understand it well enough.