How you communicate communicates. Some people think they need to "speak business" to prove they belong in business. They think a compulsive use of consulting buzzwords and MBA jargon makes them sound like they've learned the secret code. Unfortunately, that kind of acronym-laced talk doesn't demonstrate a business-smart brand; it comes across as "the brand called insecure." A far better strategy is to know all the right jargon but to translate it into words and ideas that ordinary people can understand. Your brand is a lot more valuable if you can talk business using real English.
-Alan M. Webber: Rules of Thumb: 52 Truths For Winning At Business Without Losing Your Self
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