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I think I’ve always been annoyed with how often people quoted the K.I.S.S. principle, coined by an aircraft engineer almost 90 years ago. In theory, it’s a good thing to have in mind when writing, pricing, or changing the way you engage with clients (presentations, web, offers, contracts, bills). In practice, however, making your offer sound “simple” to other people is anything but simple. As always, this is marketing, not engineering, so