when institutional content tries to be more user-friendly, we get marketing-speak clichés like: stakeholders, bad actors, road maps, blue-sky thinking, low-hanging fruit, facilitators, roll-out … Conferences are the worst. I have been to some of them. By the afternoon I am sweating under the mental pressure of translating non-language. We need writers involved – and we need language that speaks to people. This isn’t about dumbing down, it’s about doing what writers do well – finding a clear, precise, everyday language that goes beyond utility, without jargon, with beauty.
