Marketing isn’t about sounding smart. It’s about making the result obvious.

“Clear is kind.”

I said this to someone the other day and they paused: 

“What do you mean by that?”

It’s simple: most breakdowns I see in teams, sales, even partnerships… come down to mismatched expectations. And mismatched expectations usually start with vague communication. (Even when you don’t think you are being vague!)

We think we’re being direct. But we say things like:
“Let’s meet first thing in the morning.” 

(Does that mean 7 a.m.? 9? Before coffee?)
Or we wrap up a meeting without spelling out who’s doing what, by when. Or we schedule a meeting without spelling out what everyone should do before and during the meeting.

Then we’re surprised when results don’t happen, or not the way we pictured it. 
 

Being clear doesn’t mean being technical. It means being specific about the outcome. But a lot of businesses, especially in B2B, hide behind industry jargon or over-describe the process. They talk about “supply chain efficiencies,”
“proprietary production methods,” or “premium products.”

But what the customer really wants to know is:
Will this help me sell more? Save time? Hit my margin goals?

I’ve watched sales plans stall out (not because the product wasn’t good) but because no one said the simple part out loud: Here’s what this does for you.

Marketing isn’t about sounding smart.
It’s about making the result obvious.

So I’ll say it again: Clear is kind.
Kind to your team.
Kind to your customer.
Kind to your future self.

And kind to the bottom line.