An fyi to companies about to or in the process of talking about their strategeries or vision (if it exists). This reprinted from the California Ranger (the blurb found its way to me from a friend who, in her former life, was an English teacher):
Don’t Use Big Words!
In promulgating your esoteric cogitations, or articulating your superficial sentimentalities and amicable, philosophical or psychological observations, beware of platitudinous ponderosity. Let your conversational communications possess a clarified conciseness, a compacted comprehensibleness, coalescent consistency, and a concatenated cogency. Eschew all conglomerations of flatulent garrulity, jejune babblement, and asinine affectations. Let your extemporaneous discantings and unpremeditated expatiations have intelligibility and veracious vivacity, without rhodomontade or thrasonical bombast. Sedulously avoid all polysyllabic profundity, pompous prolixity, psittaceous vacuity, ventriloquial verbosity, and vaniloquent vapidity. Shun double entendres, prurient jocosity, and pestiferous profanity, obscurant or apparent.
In other words…
Talk plainly, briefly, naturally, sensibly, truthfully, and purely. Keep away from “slang,” don’t put on airs.
Say what you mean. Mean what you say.
DON’T USE BIG WORDS!
Some very good advice for strategery communicators.