Why are populists progressing around the world? Why are 3-bullet-point lists the only argumentation that seems to work on the net? Are we falling back to middle age obscurantism, ignoring the complexity of the world that surrounds us? Democracy, marketing and communication can only work out if complex issues of common interest can be explained to the common mind. If global trade, the banking system or the Euro need a PhD to be understood, we shouldn’t be surprised that people reject it. The same applies to marketing and communication in general. If you don’t do the hard work of explaining, don’t expect your audience to do it for you.