Skip to main content

Avoid the Words “In Short” – Reduces Your Effectiveness

By September 5, 2005June 24th, 2019No Comments
tip of the week, with scrabble tiles spelling out in short, phrase to avoid for Under Armour

I went shopping today and visited an Under Armour (UA) store. On the store wall, was a gigantic placard with the UA brand mission (see below).

I thought it was well done. Remove “in short,” and it will be one of the best.

In short, is what I call a “wishy-washy” phrase.  It is just like “in other words.” If you feel you need to use either phrase, resist the temptation. Always leave them out.

It is passive language. It detracts from the momentum created by the previous sentences. When In short is removed, I’ll gladly consider this elevator pitch/brand mission for the best of category.

“The Under Armour ® logo is the Universal Guarantee Of Performance. Our Brand Mission is to provide the world with technically advanced products engineered with our exclusive fabric construction, supreme moisture management, and proven innovation. In short, every Under Armour ® product is doing something for you; it’s making you better.”

Eliminate wishy-washy words such as believe, basically, chiefly, generally, going to, hope, in order to, in other words, possibly, sort of, strive, surely, and usually.

Wishy-washy words reduce your effectiveness when communicating in person, in writing, and online with your stakeholders.


Photography Source:  Original image from DepositPhotos. New creative image © Copyright 2005, The Chief Storyteller®, LLC. All Rights Reserved.

Ira Koretsky

Ira Koretsky has built The Chief Storyteller® into one of the most recognized names in communication, especially business storytelling. He has delivered over 500 keynote presentations and workshops in nearly a dozen countries, in more than one hundred cities, across 30 plus industries. His specialties are simplifying the complex and communicating when the stakes are high. He is also an adjunct professor in public speaking and storytelling at the University of Maryland's Business School. With over 25 years of experience, he is a sought-after storytelling coach, global speaker, trainer, consultant, communication coach, and public speaking coach.