Look at this ridiculous shit – “my BS future” – christ on a bike (click to make bigger):
Unintentionally honest design aside – here’s the thing: we do this kinda stuff all the time. We’re so immersed in our organisations and our issues and our campaigns. No wonder though, it’s what we do all day.
So you get jargony and use dumb acronyms, and then that creeps into the stuff you communicate with people outside the org.
And because everyone else in the approval process knows what you’re talking about, you get shit like the giant professionally printed wall above.
From time to time, get someone who is unfamiliar with you to look at your stuff – and then listen to them if they say it doesn’t make sense to them.
Otherwise you’ll go on a BS journey to a BS future.