Startup founders. Consider your language. Keep it simple.

Research shows that more than half of Americans can’t read very well. Their reading skill is below a sixth-grade level. As a startup founder, that is an important statistic. It is something you have to pay attention to. Especially if you are creating a company for regular folks.
In a world of apps and websites, language is important. I get it. You are very clever, and you can use big words. You understand that a complicated word sometimes is more precise than a simple word. Remember that you also have a duty to your audience.
The problem is not that they cannot understand. They can. A si

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