In their book, “Why business people speak like idiots“, Authors Brian Fugere, Chelsea Hardaway, and Jon Warshawsky shared a transcript, “

* June 17, 2003 

CNN Moneyline with Lou Dobbs 

A new software program sends a clear message to corporate America- cut out the bull. New York based Deloitte Consulting admits it helped foster confusing, indecipherable words like ‘synergy,’ ‘paradigm,’ and ‘extensible repository,’ but now it has decided enough is enough.

On Tuesday, the company released “Bullfighter” to help writers of business documents to avoid jargon and use clear language. “We have had it with repurposeable, knowledge capital and robust leverageable mindshare,” Deloitte Consulting Fugere said.”

We have had it with repurposeable, knowledge capital and robust leverageable mindshare – What does this line even mean? *

Two decades later, we are still there. The plague of corporate gibberish has only grown, infecting industries and professions across the globe, including wealth services.

A few months back, an AMC executive had sent me an image of a firm advertising something: “A tailor-made model to augment the core strengths powered by an objective decision-making policy has the potential to fuel the growth trajectory of a business.”

I read it once, then twice, and still couldn’t make sense of it. 

Why is this so difficult to say plainly? 

The truth is, many in our profession fall into the same trap. 

We use complex words, convoluted phrases, and unnecessary jargon to sound smart or sophisticated. 

But all this does is confuse people. And confused people don’t trust you. They don’t buy from you. They don’t follow your bullshit.

Why does this happen? 

It’s often a fear of seeming too simple. Some believe that if they use plain language, they won’t appear knowledgeable enough. 

But the opposite is true. 

Real expertise lies in the ability to take something complex and make it simple. 

If you can explain your value in clear, straightforward terms, you’re not dumbing it down—you’re proving your mastery.

Think about your clients for a moment. 

They come to you for guidance, clarity, and solutions. 

They’re not looking for a thesaurus of financial terms. 

They want to understand. They want to feel confident. 

And your job as their financial professional is to make that possible. 

Every confusing word you use creates a barrier between you and them. It erodes trust, undermines your credibility, and diminishes your value.

Take a moment to reflect on the language you use every day. 

How often do you default to phrases like “leveraging synergies,” “enhancing operational paradigms,” or “strategic realignment”? 

What does any of that even mean to your clients? 

Chances are, it doesn’t mean much. And worse, it creates distance. It makes you look out of touch and inaccessible.

A few lines used in our industry:

“We’ll leverage synergies to optimize your portfolio performance.”
(Translation: “We’ll try to do a good job, but I have no idea what this actually means.”)

“Our goal is to enhance your alpha while minimizing your beta exposure.”
(Translation: “I’m trying to sound smart, but I’ve lost you already.”)

“Our firm’s proprietary, robust methodology ensures unparalleled results.”
(Translation: “I’m throwing buzzwords at you to avoid explaining the actual process.”)

The most effective financial professionals are those who connect. They build trust by speaking in terms their clients can relate to. 

They don’t talk at their clients—they talk to them. 

And they do it in a way that feels natural, human, and real.

It’s not just about what you say but how you say it. 

For example, instead of saying, “Our firm specializes in bespoke asset allocation strategies designed to maximize portfolio efficiency while mitigating downside risks,” try this: “We’ll build a personalized plan to grow your investments while protecting what matters most to you.” 

The meaning is the same, but one version speaks to the client, while the other speaks past them.

Wealth Services is an inherently complex business. Markets are unpredictable. Products can be intricate. Planning requires layers of analysis and expertise. 

But none of that justifies speaking like a robot. 

Your role isn’t to show how much you know—it’s to help your clients know what matters.

Some of the best financial professionals I know start their conversations by asking themselves, “What’s the one thing my client needs to understand today?” 

Then, they focus on explaining just that in the simplest terms possible. They avoid overloading their clients with unnecessary details or impressing them with fancy language. 

Instead, they focus on clarity, relevance, and value.

You might be wondering, “But won’t clients think I’m oversimplifying?” 

Not if you’re thoughtful about how you frame it. 

Simplifying doesn’t mean removing nuance. It means removing the noise. It’s about focusing on what matters most and explaining it in a way that feels accessible and actionable.

Your ability to communicate clearly isn’t just a nice-to-have—it’s a competitive advantage.

In a world where so many financial professionals speak in jargon and abstractions, those who speak plainly stand out. 

They’re the ones who clients gravitate toward because they make them feel understood and empowered.

Clear communication is also a form of respect. When you simplify your language, you’re saying to your client, “I see you. I understand you. I value your time and your trust.” 

That respect builds loyalty. It creates a bond that goes beyond transactions and into relationships.

Let’s also address the fear of sounding unsophisticated. If you think simple language makes you look less professional, think again. Some of the most successful people in the world—Warren Buffett, and Charlie Munger—are known for their ability to explain complex ideas in simple terms. 

They don’t hide behind jargon. They speak with clarity and purpose. And their results speak for themselves.

As a founder or financial professional your business isn’t just about numbers and strategies. 

It’s about people. People who are trusting you with their hard-earned money, their dreams, and their futures. 

They don’t need to be impressed—they need to feel secure. And security comes from understanding.

Imagine sitting down with a client who knows nothing about investing. They’re nervous, uncertain, and full of questions. 

You have two choices. 

You can bombard them with financial terms, charts, and projections, leaving them more confused than when they started. 

Or you can walk them through their situation, step by step, using language they can relate to. 

Which approach do you think builds trust? Which one creates lasting relationships?

The next time you’re about to speak with a client or write an email, ask yourself: “Is this clear? Is this relatable? Is this human? ” 

If the answer is no, go back and simplify it. 

Cut out the fluff. Focus on what matters.

Remember, you’re not in the business of impressing people—you’re in the business of helping them. 

And the best help is the kind that’s easy to understand.

As you move forward, commit to speaking like a real person. 

Avoid the temptation to hide behind jargon or complex language. Your clients don’t need a dictionary—they need a partner they can trust. 

Speak plainly. Speak clearly. And watch how it transforms your relationships, your business, and your impact.

In a profession filled with noise, be the voice of clarity. 

Because clarity isn’t just a communication skill—it’s a superpower. 

Use it wisely.