The classic mistake that engineers make is to talk about features, not benefits. Engineers will talk about the technology and assume that people will know why it's important and believe that it works. But it doesn't work that way. ... It's not very difficult -- it's trivial compared to the technology stuff. But inventors need to have absolute clarity about what their message is: what's the benefit, what's the reason to believe, what's the dramatic difference.
Doug Hall, Inventor
IEEE Spectrum, August 2006, p. 46