The reason is that they could belong to almost any company. The sentences sound polished, professional and carefully approved—yet somehow they leave no lasting impression.
The opposite of corporate language isn't casual language. It's honest language. Words shape expectations long before design does.
They introduce a brand, explain an idea and often become the first conversation between a business and its audience. Yet somewhere along the way, many organisations begin writing as if every sentence must sound important rather than understandable.
Perhaps it's because simplicity feels risky.
Simple language leaves nowhere to hide. It forces businesses to be clear about who they are, what they do and why it matters. That's much harder than adding another layer of impressive-sounding vocabulary.
The brands people remember rarely try to sound bigger than they are. They sound confident because they know exactly what they want to say. Every sentence has a purpose. Every word earns its place.
Good copy doesn't compete for attention.
It creates understanding.
And understanding is often the beginning of trust.
Language evolves, just as businesses do. Clarity never goes out of style.
The right words don't make a brand louder.
They make it easier to recognise.
Olaf Haarsma
August 2, 2026
Every generation believes it's living through the biggest technological shift in history. Perhaps that's true. What makes this moment different isn't simply the speed of change. It's the fact that technology is quietly becoming part of almost every decision we make, often without us even noticing.
