Simple speech connects

Simple, concrete speech connects because it asks less of the person hearing it. Smart people often struggle here—they speak at levels of abstraction and expect the room to climb up to them. It's easier, and truer, to come down to where people already are.

Know the catch, though. The same shortcut is how demagogues rise—they appeal to what people already understand, because it costs less to take in. The force is neutral. The honest use is meeting people where they are, not exploiting the fact that they'd rather not think.