Page 144 - The New Articulate Executive_ Look, Act and Sound Like a Leader

WRITE LIKE YOU SPEAK 135

astic delivery, the students left the room not much more enlightened
than when they walked in. That’s a waste of talent and time, and it’s
one case when you can blame a lack of knowledge—not of subject
but of the correct use of pronouns.
So repeat the name again and again when you’re speaking.
Instead of, “We told them that that was one that she said he would

give to me,” say, “Our firm told the opposing lawyers that this case
was the case that Bob’s secretary said the boss would give to me.”

Still convoluted, but it’s a lot clearer than an omelet of indefinite
reference pronouns.

6. Avoid sweeping generalities. Sweeping generalities, like sheep-
dogs, tend to hide more than they reveal. For example:

Generality: Now is the time that this nation should begin
thinking seriously again about tapping alternative energy
sources.

Revised: Now is the time to start thinking seriously again about
tidal and wind power and solar and nuclear energy.

Generality: Now more than ever this country must depend on
her learning institutions to produce an educated and productive
population for the future.
Revised: Now more than ever we must depend on our universi-
ties, public and private schools, vocational centers, community
colleges, hospitals, and corporate training centers to produce an
educated and productive population for the future.

The “sheepdog” races in one ear and right out the other.
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The more “snapshots”—brief concrete images—that you give people,
the more likely they are to remember what you said.
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