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Why Jargon Is Bad for Your Business -- and How To Eliminate It

A growing movement of experts are stepping up to help businesspeople speak like, well, people.

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This story appears in the July 2017 issue of Entrepreneur. Subscribe »

Rey Sawan has a good idea. It's for a food truck selling Lebanese flatbread sandwiches called manaeesh. The twist? While customers wait for their orders, he will transport them to the street markets of his native Beirut using virtual reality. To make that happen, he needs $100,000. That's why he's now standing behind a table and in front of a PowerPoint screen in fashionably ripped jeans and a T-shirt, smiling nervously as he starts his pitch. Following a script stored on his phone, he speaks about his capitalization costs, his empirical analysis of average post-transaction customer wait times for food-truck meals and how to leverage VR content as part of the end-to-end value proposition he hopes will ultimately differentiate his business model.

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