The smarter your product, the harder it gets to explain. Reader Paul in London asked about building a content strategy for a complex tech company — the kind where even the headlines need footnotes. It’s a common trap: we work SO hard to prove we’re awesome that the message can risk collapsing under its own IQ. But here’s the truth. Complexity is usually NOT the real problem. It’s the assumption that your audience will see the value, and make the leap. The brands that break through don’t stop...