Most important, it has to be about as easy to understand and use as TV.
We want information to be clear and easy to understand, so that consumers can make wise financial decisions for themselves and their families.
Your pitch needs to be simple and easy to understand .
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Most critical is that your offers, your specials and your promotions have to be easy to find and understand in the context of a four-inch handheld screen.
In light of the difficult choices that need to be made, it is easy to understand why the Internal Revenue Code has only been overhauled once since 1954.
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How they can be sure that a deal that is elusive at the weekend can be delivered early next week is not easy to understand.
The cannibalisation of higher-margin sales must be painful, but the reasoning is easy to understand: if the retailers do not undercut themselves, thousands of resourceful web-surfers will.
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As a result, it is easy to understand why investors need to be selective about what ponies to bet on.
From afar, it would be easy to underestimate how thoroughly depositors in Spain and Italy understand that they are inside the magic circle of "core Europe" and have nothing to fear from the Cyprus precedent, in which insured bank depositors might be asked partly to pay for their own bailout.
And I understand it may not be the easy thing to do politically.
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But boomer investors don't just want investment advice and options that are easy to understand--they increasingly want them to be objective, too.
Its staff are required to climb out of helicopters to do the job - it is easy to understand how a hands-free computer would be useful in these circumstances!
It is also easy to understand why some activists think that the medicines should be made available as cheaply as possible to people in need.
Jobs had a vision of how those rights could be bundled up and sold to consumers at a single, easy-to-understand price of 99 cents a song.
Nonetheless, it is easy to understand how the idea of paying doctors to withdraw care can be misconstrued.
Ms Frederick told BBC News that she did not understand why the full report should be confidential and that it would easy enough to publish the transcripts without the details of the schools and individuals who gave the interviews.
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The easy bit to understand is the claimant count, as that's computerised and can be measured to the nearest individual claimant.
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