Say What's Matters to Them, Not You

After a few months mired in the maze of corporate

communications, I've renewed my campaign against a particular, chronic

communication tic. This one isn't new, but familiarity doesn't render it any

less fatal.

Ted, a mid-level manager at Widget

World, is quoted in a suite of client materials (duh disclaimer: the names, industry,

company, and products have been changed). Ted's quote extols the value of the

products in a clear concise way that's more on point than a bullet list of

features.

then our tale of corporate communication runs amok.

After his quote, Ted's title

appears as Widget Development Manager. Ted objects because his

"official" title is Manager, Widget Development; at Widget World if

manager appears at the beginning of the title it means you manage people, if it

appears at the end, you manage products. Ted "escalates" this dire

situation to Jane, Vice President, Widget Development (she manages people,

including Ted) and Jane decides that's its crucial Ted's title be changed in

the client materials.

one we'll focus on is use of INTERNAL OPERATIONAL LANGUAGE. Point being, don't

use it.

Ted's "manager comma" status may be important to

him. It may be important to Jane. It may be important within the organization.

But, it's not important to clients. And rather than working to make the client materials

better, Ted and Jane put internal needs ahead of client needs -- a dangerous

misstep that you can't afford to make often.