How can we break out of the business “buzzword bingo” trap? When in doubt, some of George Orwell’s rules on clarity and simplicity in writing are worth remembering: never use a metaphor, simile, or other figure of speech that you are used to seeing in print; never use a long word where a short one will do; if it is possible to cut a word out, always cut it out. But more importantly, it ought to be possible to apply for a job without pretending to be something we are not. It shouldn’t be necessary to repeat a list of hackneyed workplace virtues. We should tell a potential employer who we are, in plain terms. If they are looking for someone like us, good. If not we will have avoided the unpleasant experience of getting stuck in a job that didn’t really suit us.