In describing something new, something beyond most people’s vision, you need to create a mental map for them to follow you and your idea to its successful conclusion. The art of making a mental map is to hook your audience with what they know and then explain what they don’t know. Start with a construct that everyone is familiar with and add to it.

So how do you create a construct for something that people have never come across before? Make up a new word. It cuts through the clutter and gives everyone a new word that they can agree on. If we called [something familiar] we would probably find that a lot of people have their own notions of what [that word] means.