The best way to understand something is to call it by its proper name. 

When you don’t, you obscure the meaning. 

Sometimes, people want to be unclear. For example, bosses don’t fire people; they let them go. Armies don’t kill civilians; they inflict collateral damage. 

Often, though, people unintentionally cause confusion.

If you want customers to understand things, don’t use jargon, don’t use cliches – use plain English and call things by their proper name.

Good marketing is clear marketing.