Principle #4

Use common words rather than technical jargon.

Instead of:
Adopting a collaborative approach to coordinating the utilization of office equipment would be much appreciated by the office staff.

Use: Let’s work as a team to coordinate the use of office equipment.

Remember: Jargon is exclusive – it makes people feel unequal and sounds like a secret code or private language.

Some examples:

“We have nuanced the literacy problem and dialed up the honesty of the issue.” – TAXI advertising agency

“If you are determined to have a disability, we will pay you the following:” — government publication