Have you ever been in a meeting or having a conversation where someone was speaking, but you had no idea what they were talking about? Maybe they were using jargon, corporate buzzwords or they truthfully just sounded like a robot. Unfortunately, a lot of ‘corporate world’ speakers are like this due to the way it’s ingrained in our education that the bigger the words, the bigger the brain. However, studies have time and time again proven this doesn’t resonate with the audience receiving these big words... most likely because they don’t know what you’re talking about! So, how do you shift from robotic corporate-speak to human-centred communication?

1. BBQ Chat!

The first rule is simple: avoid jargon and corporate gibberish by imagining you’re explaining your message at a casual BBQ.

Take a piece of corporate communication you’ve written or are editing, and ask yourself: If I were talking to someone I just met at a BBQ, who has no idea about my project or industry, how would I explain it?

This forces you to use plain language and concrete examples. For instance, if you’re discussing AI policies, instead of diving into risk management and governance, you could say, “Using AI is like using that BBQ over there—anyone can do it, but doing it safely so it doesn’t cause harm requires some training.”

While this analogy might not be perfect, it demonstrates the principle: make your communication tangible and relatable.

2. Use empathy… genuinely.

Empathy connects us with our audience because it shows we see them as real people with valid emotions and concerns, not just numbers or employees on a spreadsheet. We can guarantee you’ve felt like that in the past at a role!

Empathy in communication means:

• Acknowledging feelings—whether they’re positive or negative.

• Explaining the “why” behind your message and making it meaningful for your audience.

• Inviting questions, comments, and feedback.

• Paying attention to tone, body language, and eye contact when delivering verbal messages.

But here’s the key: empathy has to be genuine. We all have a radar for insincerity, so simply adding a few nice words to an email won’t cut it. You need to truly put yourself in your audience’s shoes and consider how they might feel.

3. Keep it simple.

Keeping your message simple isn’t about dumbing it down; it’s about being smart. Simple communication reaches more people and is far more effective. In one study, participants rated the intelligence of authors who wrote in plain English 13% higher than those who used jargon. So, keeping things simple actually makes you seem smarter, not the other way around.

Here’s how to keep it simple:

• Use clear, straightforward language. Writing to the level of a 14-year-old can reach about 80% of your audience.

• Keep it short. People skim emails and messages, especially in today’s fast-paced work environments. Respect their time by getting to the point quickly.

• Focus on what’s relevant. Resist the temptation to include every detail. Most of your audience only cares about 10-15% of what you think is important.

4. Write from the audience’s perspective

This is one of the biggest traps in corporate communication—writing from the company’s perspective instead of the reader’s. The key here is to focus on the WIIFM principle: “What’s in it for me?”

For example, if you’re rolling out a new customer management system, your message might focus on how it saves the company money or improves data reporting. But that’s not what the person in the contact centre cares about. They want to know how it will make their job easier—will it streamline their workflow or reduce the number of systems they have to use?

Speaking to your audience’s concerns shows that you see them as individuals, not just cogs in the corporate machine.

In the end, remember that effective communication is about meeting strategic goals. Stick to your guns, and aim to speak to people, not corporate robots. The next time you’re writing a memo or preparing for a meeting, take a moment to consider: Am I communicating like a human? The benefits of making that shift are enormous—clearer understanding, stronger connections, and a more engaged audience.

Get into the change comms world!

Check out my book, Change Isn’t Hard, for more tips and templates to help you navigate the complexities of change communication.