Monthly Archives: March, 2010

Use powerful language


Wow! It’s cool! It’s awesome! It’s great! I have recently heard these types of hyped-up, well-worn phrases used to describe everything from a new kitchen knife to a ho-hum press release to a shuttle liftoff. So nondescript and unspecific, such phrases are almost too vague to inform, impress or persuade anyone of anything; they are generic to the point of being meaningless. Then there are the ubiquitous bureaucratic phrases, such as: “We implemented a robust, multifaceted infrastructure.” My personal favorite: “your tour-of-duty” when referring not to the schedules of traveling soldiers but to the schedules of stationary, desk-bound feds. What’s…