Friday, February 18, 2011

Jargon Idiolecture

Why is that Lawyers and Accountants speak a strange language?

Had a bad day with my lawyer today and it was my auditor yesterday. No, nothing wrong with them – its just I cant understand the weird language they speak.

It seems that most professionals (like lawyers, accountants, doctors, engineers..) are to blame for developing a complex vocabulary entirely or themselves. Partly, I suppose, to give themselves an resourceful way of talking to each other and partly to sound intelligent but then they forget that the rest of the world hasn't really seen their odd glossary of terms… yet we have their inexplicable jargon imposed on us.

To their timeless credit, lawyers and accountants especially have developed an industry based almost entirely on their own language that only their fellow brethren can comprehend - with lengthy unpunctuated sentences, bizarre unenglish terms and over formal lingo. Needless to say, this means we have to pay them (or law/finance book publishers) simply to decipher what exactly each of them is saying!

Well, the point here is that it's incredibly refreshing to see some brands that are brave enough to realize that simple communication has a much broader appeal, and is genuinely more practical. You should never have to read anything more than once. And speaking in an strange, multifarious or formal tone of voice will not guarantee you project yourself as more gifted or erudite than your competitors.

The evidence is out there and it still feels new, but it's basic common sense – talk as people talk. Explain complex issues as you would to your pal at the pub, and it'll make far more sense than if you try to jargonise and embellish what you're saying with fancy terms.

Anyway, gotta scoot now. Gotta run some ideas up my laptop before my client’s personal assistant locks diaries with me. Hope this didn’t sound too jargonish to you!


  1. I was honored to interface with your neural process on this observed paradigm. The best-practices described herein seem to manufacture verticle channel marketing opportunities for narrative decoding entities. Gratitude for reaching out.

  2. lol! thanks Paul. this was really funny.


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