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Why business people speak like idiots - Brian Fugere

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Why business people speak like idiots - a bullfighter's guide
Brian Fugere
Free Press
UK Publication Date

There is a fundamental disconnection between the way business people speak and real people communicate. From advertisers, big business and CEOs - the blather is coming at us in waves. The International Language of Business is no longer English - it's gobbledygook. The authors blindly discovered the enormity of the problem in June 2003 with the launch of Bullfighter, an anti-jargon software tool. But jargon is just one symptom in a larger problem afflicting corporate communications today: the wholesale inability to connect with an audience. In the form of admirably straight-talk, we discover how to avoid the 'obscurity trap', 'the anonymity trap', the 'hard-sell trap' and most importantly, 'the tedium trap'. In this witty and practical new book readers are given all the tools they need to fight the 'spin' and learn to speak like the rest of us.

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Brian Fugere is a recovering jargonaholic. After authoring some of the worst jargon the consulting world has ever seen, he formally admitted his problem and entered a twelve-step program. He is currently in rehab and has been jargon-clean for the last two years. He is a partner at Deloitte Consulting and was formerly its chief marketing officer. Brian lives in Danville, California, with his wife, Gail, and their four children.

"This is a funny, entertaining, readable book about a serious, important, undervalued issue: communication. The way business people talk to each other -- and to the rest of us -- is often inauthentic, deceptive, opaque, and trivial. If you're us, this book will help you decode what they're talking about. If you're them, it will help you find a better, more effective way to get your message across."
-- Tony Schwartz, bestselling coauthor of The Power of Full Engagement and president of The Energy Project

"Why Business People Speak Like one of the surprising ideas and trends that will change the way we work and live in 2005."
-- Fast Company

"There are two reasons why business people refuse to speak in a way the rest of us can understand: fear and peer pressure. This book cuts through both excuses and makes it far more likely that work will actually get done. If you've ever written a memo, you need this book."
-- Seth Godin, bestselling author of Permission Marketing and Purple Cow

"Why Business People Speak Like Idiots follows its own advice. It's blunt, lively and chocablock with personality."
The Wall Street Journal, March 1, 2005

Keyword Index
Business communication.|Communication in management.
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