At a recent workshop on Incoterms 2010, I prepared my usual outline, using the technique of ranking the Incoterms rules from least responsibility for the seller to most responsibility for the seller.
Initially, exporters like the term with least responsibility for them, Ex Works. In laymen's terms, the seller says, "The goods are at my back door, come and get them." As the workshop develops, exporters learn that the Ex Works rule has risks, such as the potential of a diverted shipment. (See my article, Incoterms Lesson: The Danger of Using Ex Works for Your Exports.)