Could planners please remember our job is to take the complex and simplify it.
No, I’m not talking about simplifying it to the lowest common denominator – I’m talking about simplifying it in such a way that it can be easily understood BY THE MASSES, whilst still being motivating and pragmatic.
Contrary to what seems to be happening far too often, planning IS NOT about making the simple complex … well not unless you work for one of those agencies who has sold creativity, imagination and insight so far down the river that the only way they can make any money is by pretending they’re either one of those state-the-obvious-but-use-85,000-corporatewords management consultants or a make-outrageous-claims-about-what-a fucking-logo-can-do-for-business, branding consultants.
What set me off on this little rant was this …
For those who don’t speak corporatewank, “Leveraging on inverted pyramid thinking to capture the loyalty and attention of the low income segment you want” basically means “get the poor to buy and endorse”.
I am sure the 18 word version appeals to the wannabe intellectuals out there, but I reckon my 7 word version would be better understood by the average man-on-the-street, and given our job is to actually motivate these ‘normal’ folk, I’d say it’s better to talk ‘plain’ than ‘corporate’.
If anyone ever said ‘Inverted Pyramid’ to me, I think I’d be close to whacking them – which is abit scary given I’m speaking at the same event as the person running this workshop and we all know what happened last time someone decided to patronise me.
Oh goodie …