The post discusses the importance of avoiding complex language:-
“If you can’t explain it simply, you don’t understand it well enough.” (Albert Einstein)
Every day, excellent proposals are rejected because they are expressed in florid language which is meant to impress but has the opposite effect.
You can read the post in full here and you can find links to all of my publications here. From next month onwards, the scope of my publications in the Journal will be expanding to look not just at selling professional services, but many of the other strategic and management issues with which we are grappling. As noted in my latest article, its catchline is changing also, to “The Word of Gold”. Which is not pretentious at all. Obviously.