Rework - Jason Fried [37]
Don’t scar on the first cut
The second something goes wrong, the natural tendency is to create a policy. “Someone’s wearing shorts!? We need a dress code!” No, you don’t. You just need to tell John not to wear shorts again.
Policies are organizational scar tissue. They are codified overreactions to situations that are unlikely to happen again. They are collective punishment for the misdeeds of an individual.
This is how bureaucracies are born. No one sets out to create a bureaucracy. They sneak up on companies slowly. They are created one policy—one scar—at a time.
So don’t scar on the first cut. Don’t create a policy because one person did something wrong once. Policies are only meant for situations that come up over and over again.
Sound like you
What is it with businesspeople trying to sound big? The stiff language, the formal announcements, the artificial friendliness, the legalese, etc. You read this stuff and it sounds like a robot wrote it. These companies talk at you, not to you.
This mask of professionalism is a joke. We all know this. Yet small companies still try to emulate it. They think sounding big makes them appear bigger and more “professional.” But it really just makes them sound ridiculous. Plus, you sacrifice one of a small company’s greatest assets: the ability to communicate simply and directly, without running every last word through a legal-and PR-department sieve.
There’s nothing wrong with sounding your own size. Being honest about who you are is smart business, too. Language is often your first impression—why start it off with a lie? Don’t be afraid to be you.
That applies to the language you use everywhere—in e-mail, packaging, interviews, blog posts, presentations, etc. Talk to customers the way you would to friends. Explain things as if you were sitting next to them. Avoid jargon or any sort of corporate-speak. Stay away from buzzwords when normal words will do just fine. Don’t talk about “monetization” or being “transparent;” talk about making money and being honest. Don’t use seven words when four will do.
And don’t force your employees to end e-mails with legalese like “This e-mail message is for the sole use of the intended recipient(s) and may contain confidential and privileged information.” That’s like ending all your company e-mails with a signature that says, “We don’t trust you and we’re ready to prove it in court.” Good luck making friends that way.
Write to be read, don’t write just to write. Whenever you write something, read it out loud. Does it sound the way it would if you were actually talking to someone? If not, how can you make it more conversational?
Who said writing needs to be formal? Who said you have to strip away your personality when putting words on paper? Forget rules. Communicate!
And when you’re writing, don’t think about all the people who may read your words. Think of one person. Then write for that one person. Writing for a mob leads to generalities and awkwardness. When you write to a specific target, you’re a lot more likely to hit the mark.
Four-letter words
There are four-letter words you should never use in business. They’re not fuck or shit. They’re need, must, can’t, easy, just, only, and fast. These words get in the way of healthy communication. They are red flags that introduce animosity, torpedo good discussions, and cause projects to be late.
When you use these four-letter words, you create a black-and-white situation. But the truth is rarely black and white. So people get upset and problems ensue. Tension and conflict are injected unnecessarily.
Here’s what’s wrong with some of them:
Need. Very few things actually need to get done. Instead of saying “need,” you’re better off saying “maybe” or “What do you think about this?” or “How does this sound?” or “Do you think we could get away with that?”
Can’t. When you say “can’t,” you probably