"If You Can't Explain in Plain English What You're Doing, You're Probably Doing Something Wrong"

Many of us are guilty of it. Using multisyllabic words, acronyms and jargon to explain our ideas. The quote in the title is from the late Alfred Kahn, an economist who loved words as much as numbers. To the listener or reader this type of doublespeak comes off as smug and annoying. Is this code for “we are in a club that knows what you don’t”?

For those who are trying to convey important ideas and thoughts, it’s downright counterproductive. If your audience doesn’t understand your meaning, what’s the likelihood that you will get what you want from the exchange?

I know, sometimes we just forget who is in on our jargon and acronyms; but that’s not an excuse. Do we really need to rename books “reading containers” as the VP of Amazon Kindle did recently? Is it more clever to describe a strategy to grow rapidly as being “in a delivery window for new growth”, which is what Royal Dutch Shell has done? Is being opaque a tactic to confuse the competition or the analysts? Heaven only knows what employees and shareholders make of this type of statement. More importantly who can engage with it?

Alfred Kahn probably had the best advice on the topic: “If you can’t describe what your model says in plain English without provoking derisive laughter, it probably doesn’t say anything of value.” Perhaps it sounds somewhat harsh but most of us who write and speak for a living probably could use a wake-up call from time-to-time.

So, the next time you have to present to or communicate with those not in your Acronymic Jargon Club, think about the objective of the exercise before you unleash HIPPA, CRM, BI, up-skilling, Title VI, VOC and the thousands of other “welcome-to-my-exclusive-world” concepts on an unsuspecting audience.

For a cringe-worthy read of other verbal and written disasters, I offer Lucy Kellaway’s article, My Awards for Management Guff on FT.com. It just makes me wonder how we got this way and whether there is any therapy for it.