Your thoughts are more important than your words.
Words are not important in and of themselves. The ideas and concepts they convey are important. Several years ago I had a very difficult client who had a hard time understanding that. We would put together a press release that described the benefits of a technology breakthrough in plain terms. The goal was to establish why this breakthrough was important. The CEO read it over once and said, “It needs more adjectives.” Three hours later we had sprinkled in enough adjectives to meet the CEOs requirements and the release was virtually unreadable. This is a basic problem with all marketing material: An attachment to unsubstantiated superlatives bury the real content. A couple of decades before that, as a technical editor for Lockheed, I ran across the following phrase. “The RB impacts on the geoid, rather than the ellipsoid sphere.” I had a vague understanding of what that all meant, but I also knew that impact was a noun, not a verb. So I went to the engineer who authored t...