I liked this: "We don't 'drive' anything forward unless we're in a car, and we haven't opened a 'one-stop shop' as we're not a supermarket. We've probably laun

I liked this: "We don't 'drive' anything forward unless we're in a car, and we haven't opened a 'one-stop shop' as we're not a supermarket. We've probably launched a website." But there is a place for esoteric terms. I just try to write with my audience in mind. Sometimes that's with technical terms other times with everyday metaphors.