Boileau is famous for having said: "Whatever we conceive well we express clearly, and words flow with ease." So in order to explain some idea, one has to understand well its underlying thinking so that it can be conveyed to others and allow for knowledge to be shared.
That's exactly what writing in prose does. It forces one to fully understand what is being conveyed in order to do so effectively. That's one of the reasons why writing as a business tool, when done with regularity can be so effective. Beyond its well-documented potential to attract more clients, it also forces one to clarify their thinking further and further.
In this example, it is explained that Jeff Bezos used this while running amazon to force his colleagues to clarify their ideas before sharing them internally, instead of building yet another bland slide deck that said nothing.
And this is why you should be writing for your business, not only it will attract more clients, but it will make your ideas sharper.