The goal of your domain should be to open a dialog with a customer, prospect, or investor,
not intimidate them. This requires communicating in plain language, not hiding behind
opaque words, and is best accomplished by avoiding corporate speak and writing for your
target audience.
Avoiding corporate speak
Imagine walking into a pastry shop, asking for a Boston cream doughnut, and getting the
following response from the shopkeeper: ???That particular confection, with its falsely historical
nomenclature of alternate-dessert elements and synergistic relationship with first
light beverages, presents a best-of-breed banquet that yields sweet savor from the first
morsel of brunette icing to the last swallow of golden cream. It is also currently out of
stock, but we??™ve leveraged our advanced dessert replacement solutions to replenish the
inventory.???
You would probably leave. As you walked down the street looking for a Dunkin??™ Donuts,
you??™d wonder how that bakery ever stayed in business. Visiting any number of corporate
sites on the Web, you could easily wonder the same thing. Here are three fictional examples
of typical corporate speak:
Example 1: ???Although our software can be premises-based or deployed as a fully hosted
solution, we allow companies to automate and streamline processes, progress organizational
efficiency, and concentrate on governance and compliance through the direct management
and explicit control of content.
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