Post by Strategic

In a crisis, most communicators reach for adjectives. "Deeply" committed. "Unwaveringly" transparent. "Robustly" resilient. It feels professional. It signals seriousness. And it convinces absolutely no one. Parekhit Bhattacharjee's new piece in Strategic cuts straight to the problem: adjectives are wallpaper over cracks. They describe a mood when people need a map. The fix isn't a better thesaurus. It's a verb. "We missed our deadline. We paused the launch, identified the bug, and will ship the update on Tuesday." That sentence doesn't need qualifiers. It doesn't need to tell you how heartfelt the concern is. It just tells you what happened and what's next. Parekhit's test is worth keeping on your desk: delete every adjective from your draft. If what's left can't stand on its own, you don't have a communication problem. You have a strategy problem. In 2026, plain language is the most radical brand move available. Read the full piece here: https://lnkd.in/gKWCMeEZ