Schopenhauer
I just read "Selbstdenken" and I've been reading Byung Chul Han's "Agonie des Eros" and...
Schopenhauer's language is even clearer and simpler than Han's...
And Han is already rather acknowledged for his easy style.
I think to be popular it's better to be easy-to-understand.
That's why Harry Potter was such a hit.
And that's why Bernie, sadly, did not run as the democratic candidate. His words were too "big" for people :(