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Please immerse yourself in this hyper-superior treatise on corporate verbalization (or, read this)

[By Thom Fladung, Hennes Communications]

We were engaging with social media recently when we stumbled upon a sustainable, immersive vehicle that provided an optimal way forward for strengthening corporate discourse and leveraging an enhanced communications dialogue.

In other words, we found a great story about corporate-speak and how to avoid it.

Lucy Kellaway of the Financial Times has been pointing out the absurdities of how managers write since 1994, and she’s clearly reached a breaking point. The result is this wonderful video and print piece.

Among the marvelously tortured language cited by Kellaway was Starbucks Executive Chairman Howard Schultz describing Starbucks Rotisseries as delivering “an immersive, ultra-premium coffee-forward experience.”

Kellaway’s critique: “So in one short phrase, the only OK word was ‘an.’’’

William Zinsser, the legendary journalist, critic and writing guru, said it best, we think, in “On Writing Well.” His central marching order: “writing improves in direct ratio to the number of things we can keep out of it.”

If you write for any professional reason, you owe it to yourself to read “On Writing Well.”

Because, as Zinsser wrote: “If you find that writing is hard, it’s because it is hard.”

Thom Fladung, a vice president at Hennes Communications, spent 33 years in newspaper newsrooms and has spent a lifetime trying to write well. 



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