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.
WORDS TO AVOID
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