Language that obscures.
WHAT JARGON IS
Specialist vocabulary.
WHEN IT IS APPROPRIATE
Between specialists, where it is precise and efficient.
WHEN IT IS NOT
With anyone outside that group.
WHAT BUZZWORDS ARE
Words that sound significant and mean little.
WHAT EXAMPLES LOOK LIKE
Synergy Leverage, as a verb for use Holistic Robust, applied to anything Solutions, without saying what
WHY THEY PERSIST
They sound professional, and they conceal vagueness.
WHAT THEY COST
Credibility with anyone listening carefully.
WHAT THE TEST IS
Whether removing the word changes the meaning.
WHAT TO DO IF IT DOES NOT
Remove it.
WHAT ANOTHER TEST IS
Whether a competitor could say the same sentence.
WHAT THAT REVEALS
Whether it says anything.
WHAT TO DO ABOUT NECESSARY TECHNICAL TERMS
Use them, and define them once.
HOW
A short parenthetical, or a sentence.
WHAT TO AVOID
Defining terms the reader certainly knows Using several terms for one thing
WHY CONSISTENCY MATTERS
Varying vocabulary for elegance causes confusion.
WHAT TO DO
Choose one term and use it throughout.
WHAT TO WATCH IN YOUR OWN WRITING
Phrases you use because they sound right.
