Point #7 is just referring to the magnitudes (or absolute values) of the coefficients. You can still determine which features are relatively important using the

Point #7 is just referring to the magnitudes (or absolute values) of the coefficients. You can still determine which features are relatively important using the coefficient p-values if those are available. This of course is dependent on the necessary assumptions of the regression method that you are using being satisfied, as otherwise the p-values will be biased. In terms of explaining this to non-stats people, you might want to avoid explaining the p-values directly to them (as it's very easy for people to get confused about what p-values actually mean), so instead you might simply show them which features are "statistically significant". In other words, try to explain the results in a qualitative way rather than a strictly quantitative one.