You should read the article yourself, but what struck me was how stark the contrast is between Musaazi's approach and that of the over-eager technology marketing jargon and buzzwords that far too many firms rely on. If more companies would base their messaging on their markets, their customers and those customer's pain points, the entire practice of marketing would benefit. One of our clients recently bucked this counsel, opting instead for an approach that one analyst described as "hyperbole" and "talking the walk, rather than walking the walk." Not surprisingly, the client's chosen language has failed to gain any noticeable traction in the market.
Read the article. And keep it simple.