Wednesday 18 March 2009

Cutting thru the jargon?

News that the government are issuing jargon-guidance to local government offices seems like a breakthrough for common sense. A list of 200 banned words will go countrywide today (more), but is unlikely to include words used at the highest level...i.e.
"Quantitative easing" (no, not a new political-laxative), as we all now know, means the process of producing more money (but not actually printing it) by unconditional crediting of chosen bank accounts, at no apparent cost, except perhaps to government credibility. (No surprise that this drove one reader to write to the Times saying: " I now understand 'quantitative easing', but now realise that I no longer understand what 'money' means")
Why does this all seem like something people were put in prison for, in less sophisticated times?

Eliminating jargon takes enormous moral courage, and explaining ideas as if to a 5yr old runs the risk that understanding may result in probing of speaker's rationale and a demand for change.
The real emphasis should be on explaining why this recession is going to be the worst on record, and last for three years, at least.
It is crucial for NAMs & KAMs to see through the 'doom & gloom' and find ways of maintaining the business, in the meantime, while others 'wait and see'.
This 'new business model' means getting down to the basics of consumer need, using this to rationalise product portfolios, and in turn focus on customer-partners in terms of invest, maintain and divest, all with the aim of achieving an adequate Reward for Risk, i.e Return on Capital Employed.
Not rocket science, but in spite of this, have a look around at all the suppliers still trying to do old things better. Got to be an advantage in being different...

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