Page 69 - The Voice of Authority

Rightsizing (Nordstrom does this free of charge if the
clothes are pricey enough)
Moral clarity (when you decide you can’t get away
with something without being fined or jailed)
Impactful (newly coined term meaning packed full of
potential to be hard-hitting—in the mind, heart,
pocketbook, gut, mouth)
Robust (fat, wealthy, expensive, complex, healthy,
meaningful, deep, feisty; can be applied to people,
philosophy, technology, equipment, training, strat-
egy, food, religion, research, vegetation, medicine,
light bulbs, laughter, beer)
Branding (marking livestock so it doesn’t get lost or
stolen; marking dead stock in inventory that hasn’t
sold in years with a new “look and feel” so that it finds
its way to market again)
Methodologies (in more primitive times, this was
methods or the way you do something)
Technologies (yet undiscovered wizardry from the
netherworld)
Bandwidth (refers to anything you want to limit, as
in “that’s outside our bandwidth”)
Seamless (meaning, I don’t know where the heck my
job ends and yours starts, so we can pass the buck if
necessary)
Platform (horizontal structure that supports all sys-
tems, people, brands, and philosophies)

Stringing these terms together in paragraph after para-
graph from document to document makes communica-
tion bland and meaningless. Take a look at this excerpt

Is It Clear? 57