It’s always important to know your audience when creating content, but a common mistake I see time and again (and have been guilty of ) is to believe that sophisticated audiences will not appreciate clear and simple content. This happens a lot in technology. But take a look at this video for the Nest. There’s a lot of sophisticated technology in the Nest and it’s aimed at a fairly sophisticated audience, but Nest spends its time explaining the benefits. The technology fades into the background. As it should.

Whether communicating with potential customers, users or your engineering team, it’s important to remember that all audiences appreciate clear, simple messaging. Don’t create complicated messaging for sophisticated audiences and don’t dumb down your message for the novice. Creating a common understanding is the goal and clarity of message is how you get there.