Simplify the Why

When its sunny I throw on pair of tinted lenses that rest a little further than my eyelashes, perched on the bridge of my nose, held steady by a pair of arms that frame my face and connect to the upper part of my ears. I do this to reduce the ultra violet light refracting off my pupils and causing me to squint, further reducing my vision.

Simplify your pitch, testimonials, product descriptions, etc. Nobody cares about the laundry list of details (sorry they don't). You're the expert, I get it. But please, Simplify the Why.

When it's sunny I throw on a pair of sunglasses to reduce the glare so I can see better and don't get a headache.

There. Better? Remember, I can't talk about your pitch or product at the water cooler if I don't remember what you were talking about. Compact ideas are sticky. Keep it simple.

If you have an example of "Simplify the Why," please share!