Let’s start with the helicopter view. Then let’s drill down, pick off the low-hanging fruit and move up the value chain to get the maximum leverage from our revenue stream before we shift left, square the circle and reach out to gain traction.

We need to shift the paradigm to have total alignment. Ultimately, if the bathers are not wearing trunks then the pain point must have come from insourcing rather than taking it offline and avoiding the impact.

Oh, and driving down the operating costs by using best-in-class practices with robust and agile abilities will ultimately make this all far more scalable.

Let me granulate all of that.  There’s an art to speaking corporate. Many children are sweating through their French, German and Spanish GCSEs at the moment after putting the time and practice into learning the language. And so it is with speaking corporate. It’s not easy to learn – like any language, it evolves and develops. Yesterday it was acceptable to ‘nail the puppy to the floor’. Today it’s about ‘throwing the jelly at the hothouse wall’.

Corporate speak is part of belonging. In any walk of life, we develop our own language. Between couples and in families, certain words get used to mean different things – that shared way of communicating, according to psychologists, enhances our sense of belonging. Every company or organization will have special phrases that mean something only if you work there. And so it is with corporate speak – it’s part of being in the tribe.

Canadian company The Language Lab believes corporate speak is also designed to be deliberately vague so it can deflect blame and increase the power of the person speaking it, without having to take any responsibility.  Moving forward is a delightfully ambiguous phrase that can be interpreted as setting up a meeting or making a phone call or simply doing nothing and you just think about the issue.

Corporate speak may help your sense of belonging in the workplace, but is has no part in a corporate video. The art of communicating in a video is to be succinct and engaging, without being obstruse. The acronym, KISS – Keep It Short and Simple is useful.

The best piece of advice is to think of someone totally unconnected with the issue and in your head, pretend to talk to them. It’s a reflection on your total understanding of the subject if you can explain quantum physics to the man who sells your train ticket – and he gets it. It’s not dumbing down – it’s being precise.

So let’s go forward, conversate and touch base on our idea-showers before we loop back and incentivize.  I’ll cascade that back to peel the onion as we wouldn’t want to de-integrate the demographic.