Perhaps even before the initial product has been created, think of the benefit to be had or problem that the product is trying to fix. Much like finding the proper tagline for a movie, the product must be well explained in a single sentence, so there is absolutely no complication of the potential customers not understanding the benefit of the product.
Consider the initial release of the Apple iPod. Rather than list the gigabytes or any of that other technological jargon that confuses many consumers, the company simply delivered “1,000 songs in your pocket.”