Bono, the U2 frontman and uber-ambassador to Africa, once was asked how he manages to hold his own in conversations with economists and heads of state when discussing debt relief and financial plans for Africa. He replied, “If someone can’t explain to me very quickly what this particular theory is, I’m not coming up to the conclusion that I’m stupid and they’re smarter than me. I’m just saying, ‘You’re not very good at explaining, try it again.’” This same philosophy holds true for entrepreneurs.
No one -- and we mean no one -- outside of your business cares about your “optimized processes,” “monetized solutions,” or self-anointed “leading provider” status. Using this sort of jargon, fancy words or contrived language is not the way to move your company forward with people outside your comapny. And don’t come back at us with the “but everybody talks that way” excuse. That’s a cop-out, and it’s dangerous. If you’re using the same words as everyone else, you’re not differentiating yourself from the competition: You’re just using commodity language to describe your commodity service.
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