We often describe the impacts of decisions, challenges, and plans in desirable yet vague terms. Projects will “improve communication,” “make us more customer-centric,” or “increase innovation.” This vague language obscures the importance and urgency of these actions. Why they matter here-and-now isn’t clear, so they don’t motivate people and don’t help people make decisions. Perhaps worst of all, vague language hides a lack of alignment by making us think we agree. Avoid these drawbacks by clarifying the impacts you want.
