Highlighting a well-slated project and ideology that community members can understand and that we can well relate to is definitely the way to go in order to activate the community and help users contribute to achieving the goals.
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Yes they need to understand what they are into. Some projects have a way of making their projects look too technical and not many people are very good in that field.An example is the crypto space, not a lot of users understand the tools
You're right on point, complexity should be fliter off project, so members can comprehend better.