“Jargon, buzzwords, and corporate-speak usually exist because of a dearth of clear, powerful thinking,” writes Bart Egnal in Leading Through Language: Choosing Words That Influence and Inspire (Wiley, 2015). “The impact of this language is that audiences are left confused, alienated, and uninspired.”
This is especially true when it comes to "sustainable" design and building. Writing is sister-publication, Architect, Lance Hosey offers a refreshing take that aims to cut through the greenwashing by encourage all building and design professionals to clarify for their clients, audiences, and colleagues what their words mean and why they’re relevant.
