Ever read an insane sentence in a professional, or slightly intellectual context?

That you have to read 5 times to make any sense of them?


The purpose of the project is to develop a strategy to superimpose the infrastructure criterion with the aesthetics of the theorised concept in order to undertake a process of elimination and finalisation.

Huh? Or…

Person X has experience undertaking complex and technical projects and a passion for delivering excellent service with strong leadership and management skills and expertise to create and implement exceptional, strategic, creative and innovative solutions and advice in a unique way, in an industry with high expectations and a history of technical focus which initiates and drives new opportunities.

We’ve all been guilty of it. Including me.

Cut the jargon.

Don’t confuse things.

Keep it simple. Like you would if you were talking to me.


Liz Watt