Tangentially related to the post below, from Scott Stevenson, a pithy observation about language design in software development that holds true in brand development, to wit: Many developers believe in the "start with something simple" philosophy when writing code, but may not immediately realize it works just as well for writing copy. When you sit down to write about what your app does, start with just that — explain what it does.
Read the whole thing. Via John Gruber. Also related, and of interest: The Plain English Campaign (via Ace Jet 170).
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