1. Small and simple words *for a technical audience*, not C-suite know-nothings. An example might be something like “Generates HTML statically from Markdown doc

1. Small and simple words *for a technical audience*, not C-suite know-nothings. An example might be something like “Generates HTML statically from Markdown documents in a Git repository with a built-in caching server with load balancing to edge servers for an additional fee” — whatever it actually does. Nowhere that I can easily find does it describe how it does what it claims. 2. Claiming to be “fastest” is usually a good way to get your ass handed to you.