Things have changed a lot since my Embassy days. It will come as no surprise to learn that standards have declined precipitously in the last few years. Even international institutions and major multinationals are producing content that is either barely comprehensible or completely lacking in meaning. It's tempted to blame tech for all of our problems but I don't think it's that simple.
So what's going on?
Meaningful communication has fallen victim to obsessive standardisation. Whilst it is true that the business world would grind to a halt without agreed standards ( an accountant who is familiar with IFRS is preferable to one with a creative streak) language is not a salad bar. It's about designing the perfect menu before sourcing, selecting, balancing and preparing the right ingredients, It's about the perfect meal in the perfect setting. It's about context and meaning.
AI isn't the only culprit. Targets, organisational structures corporate cultures, shareholders, stakeholders , post-truth politics, disconnection, apathy, group think, compassion fatigue, digital overwhelm are all complicit in the onslaught
Creative industries are being diskilled at an alarming rate. Those who refuse to switch off their creative instincts are seeking alternative employment leaving low standards and apathy in their wake.
What's worse, if your content falls victim to these forces, few people have an interest in telling you.
If your content is contaminated, how are you going to find out?
Your subordinates don't want to offend you.
Your family knows nothing about what you do or want to achieve.
Your family knows nothing about what you do or want to achieve.
Contractors are too battle-scarred, deferential or profit-driven to challenge you.
Your colleagues lied when they claimed to have checked it.
Your friends don't care about your business as much as you do.
That’s why you need me.
My neurodivergence makes me pathologically honest and blind to hierarchy. When everyone else is complimenting the emperor on his outfit, I will take you to one side and tactfully advise you that a vest and y-fronts are not suitable attire when holding court doesn't project an imperial image.
My career in languages has made me obsessive about crafting language to conveymeaning clearly, accurately and concisely. When I'm working on a text I'm like the Terminator in the pursuit of information and meaning. I engage of hours of research using unorthodox methods to hunt down the facts, terms meanings and expressions that will make your content stand out . I am a merciless editor and slash through forests of word salad for fun. As an instinctive problem-solver there's nothing I love more than helping my clients to identify creative solutions, be it a new way of presenting information or a more user-friendly process.
Worried your words won't do you justice? I can help
