Bad corporate writing starts at the top

The worst offender against readable English in your company is likely the CEO

There are statements produced by CEOs and executives that make the reader think, “Why did he bother?” Especially annoying are those writings that unload a string of platitudes and clichés that substitute for real thought—the plausible pabulum that almost persuades you thinking has occurred.

Such is the statement written by the man who is the president, CEO and chairman of a New Jersey electric company. The photo that accompanies his message shows an intelligent, engaging, candid young man.

Here is his first paragraph:

“Increasingly, our nation is witnessing the convergence of energy and environmental challenges—with huge implications not only for our company and industry, but society at large.”

Almost before the reader’s eyes have scanned the syllables of that first adverb, he knows he will come across nothing in this writer that will require him to think new thoughts. “Increasingly” is one of those giveaway words that announce: “Higher Platitudes and Sophisticated Clichés to follow.”