USE “AMAZINGLY ZIPPY” WORDS 125
DIRECTOR’S NOTES
Unclutter your copy. Eliminate redundant language,
buzzwords, and jargon. Edit, edit, and edit some more. Run your paragraphs through the UsingEnglish tool to
see just how “dense” it is. Have fun with words. It’s OK to express enthusiasm for
your product through superlatives or descriptive adjec-
tives. Jobs thought the buttons on the Macintosh screen
looked so good that you would want to “lick” them.
That’s confidence.decided that every facet of the company should have some
whimsy associated with it. He started with job titles. Cranium
employees are allowed to make up their own titles. For
example, Tait is not Cranium’s CEO. He is the Grand Poo-Bah.
No kidding. It’s on his business card.
You might think it’s silly, but I’ll tell you that when I first
walked into the company’s Seattle headquarters, I was hit with
a wave of fun, enthusiasm, and engagement the likes of which
I had never seen before and I have never seen since.