“Think like a wise man but communicate in the language of the people.”
—William Butler Yeats
When I was first interviewed in 2011 for a job at what was then IndexUniverse.com, now ETF.com, I was struck by the alphabet soup of headlines that seemed to flood the site and every other ETF website I was researching.
Sure, “ETF” is going to be necessary and ubiquitous on an ETF website, but that was the tip of the acronymical iceberg headed my way. There was a bevy of other acronyms sprinkled about as if they were common knowledge: ETN, AP (not the