He wanted to make English easier to understand by listeners of VOA broadcasts whose native language was not English.

VOA: special.2009.10.16

This has helped sales. "As they move more and more of their product descriptions into a plainer format, the ones with the plainer and easier to understand description sold better."

VOA: special.2010.04.30

That's the magic of movie making. It was a lot easier to understand than I ever thought it would be.

VOA: standard.2010.07.16