Last week, in a moment of weakness, I was on my Pinterest board (is that what it’s called?), when I came upon this excellent tip sheet from a marketing blog. I noted that the “emotional” alternatives to the “intellectual,” bloated phrases were simpler with fewer syllables and easier to read. On the same day, I was studying the benefits and costs of “advanced metering infrastructure,” aka, “smart grid.” Do you see a problem with our industry here? Name something with grotesquely puffy language, and then tag it with an incomprehensible acronym, rather than using a simpler term like, oh, smart…
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