Philip Alexander "Alex" Gibney is an American documentary film director and producer. In 2010, Esquire magazine said Gibney "is becoming the most important documentarian of our time". source
When we launched a new company, I reviewed the ads and marketing materials and asked those presenting the campaign to read everything aloud to test the phrasing and concept. If I could grasp it quickly, then it passed with muster. We would get our message across only if it was understandable at first glance.