The lesson I would draw from my Goldilocks experience is that it is neither necessary nor desirable to dumb our projects down when writing for a general audience. At the same time, we need to write quite differently when we want to reach beyond the comforting confines of our disciplinary coteries. It is good to have a clear and vivid style, but equally, we have to retrain ourselves to write for readers who don’t already know what we’re talking about, and who need to be shown why they should care about the things we know and love so well. The trade market can bear an impressive degree of scholarly substance if we can teach ourselves to reach out to a substantial nonscholarly clientele.
David Damrosch, writing in the Chronicle of Higher Education in 2007 (essay now behind paywall)