I stumbled into a fellow marketer's blog last week, and really enjoyed these thoughts:
“Jargon is not just about using big word to make small points. Sometimes it’s about using big words to make no point at all. For example, business idiots have figured about that when they don’t have a real strategy, they can just string together a bunch of nonsense and make one up.”Thanks to Brand Autopsy for the paragraph above. The point being, a good idea is a good idea. It stands on its' own merit. When there is nothing of real substance, involved wording only indicates you have the ability to work in multi-syllabic words, not that you have anything constructive to offer to the task at hand.
“One of the reasons business people use fifty-cent words to make a five-cent point is that they think using plain language makes them look less intelligent. That’s why we say things like ‘Initiate a project action plan’ rather than ‘Let’s get started.’ We fear that straightforward language might make us look dumb.”
I love this quote from Albert Einstein.
Make everything as simple as possible, but not simpler.