Language is a 2-way street and understanding what and how your listener thinks is the key to effective communication. 

Chat to a TV addict from the 80’s and API will probably conjure images of a moustache, Hawaiian shirt, and a red Ferrari. 

Chat to a fuel delivery driver about an API and they will think you are referring to the coupling between the hose and the pipe on the truck. 

Chat to anyone in the IT department and for them an API is a type of software interface between two programmes. 

At DTS we connect many different people from customers, accounts teams, transport teams, drivers, and IT teams. Ensuring everyone is communicated to in a language and format relevant to them is key to the success of the system and realizing the benefits that the technology can deliver.