Still Straightforward: Saying What You Mean in 2025

​Back in 2018, I wrote a short article on LinkedIn about the deceptively complex nature of simple communication.

​The title – It’s straightforward and simple,  I know what I’m saying, after all, was deliberately ironic. Because too often, when we think something is clear, it’s usually anything but.

You can read the original piece here: LinkedIn Article – 2018

Seven years on, this topic is more relevant than ever. In an era of marketing automation, AI-generated copy and algorithm-optimised headlines, clarity is still king. But achieving it now comes with new challenges.

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We’re All Guilty of the “It’s Obvious” Trap

Whether writing a marketing email or briefing a development team, it’s easy to fall into the trap of assuming your intent is self-explanatory. What made perfect sense in your head often arrives in someone else’s inbox as a foggy muddle of jargon, assumption or missing context.

Today, we’re not just navigating language – we’re navigating format, tone, accessibility and channel. A Slack message reads differently to a project brief. A WhatsApp from a client doesn’t carry the same formality as a Jira ticket. Knowing your medium is just as important as your message.

Words Still Matter

The marketing technology landscape may have shifted, but human communication remains the core currency of trust. That hasn’t changed – but how we earn that trust has evolved.

Now that many teams are hybrid or remote, our written words often do the heavy lifting. A vague update can derail a project. A well-structured message can align departments. Clarity isn’t just polite – it’s a productivity tool.

To borrow from the excellent book Made to Stick by Chip and Dan Heath, simple doesn’t mean simplistic. It means understandable. Sticky ideas are ones that can be grasped and remembered, even when the topic is complex. A well-timed plain-English paragraph can outshine a PowerPoint deck full of buzzwords.

If It’s Important, Write It Down Well

One thing that remains as true in 2025 as it was in 2018 – if it matters, take the time to write it clearly. That might mean stripping back the fluff, avoiding assumed knowledge or reworking a sentence until it says exactly what you mean. Not almost what you mean.

There’s a reason the clearest thinkers are often the best communicators. The act of distilling your thoughts into precise language sharpens your thinking too.

From CRM Journeys to Everyday Notes

My work across marketing strategy and digital transformation involves a constant translation exercise – taking complex platforms, data flows and integrations, and making them understandable to clients and stakeholders. Whether I’m explaining marketing automation workflows, SEO data insights or campaign performance, I know the value of being understood first time.

This applies to everyone. If you’re briefing a developer, training a sales team or running a stakeholder review, the same principle stands: clarity saves time, earns trust and avoids confusion.

The Tools Have Changed – The Need Hasn’t

We may now write across platforms like Notion, Confluence, Slack or HubSpot – and be read on tablets, mobiles and smartwatches – but the need to be concise and comprehensible hasn’t vanished.

Language, in all its messiness and magic, is still the medium we use to do business.

Final Words

In a world where speed often trumps substance and attention is fleeting, clarity remains a quiet power. Whether you're leading strategy, managing change, or simply writing an update, the ability to communicate with purpose and precision is a skill worth honing.

Technology will keep evolving, but our need to be understood – and to understand – will always come down to the words we choose.

So next time you’re tempted to say “Well, I know what I meant,” stop and consider whether the person reading will know too.

Because if it matters, it’s worth making it clear.

#MarketingStrategy #BusinessWriting #SayWhatYouMean​