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SCMP Reporter

A new software program sends a clear message to corporate America - cut out the bull.

New York-based Deloitte Consulting admits it helped foster confusing, indecipherable words like 'synergy', 'paradigm' and 'extensible repository', but now it has decided enough is enough. Therefore last month, it released 'Bullfighter' to help writers of business documents to avoid jargon and use clear language.

'Bullfighter', as the software is called, could help investors spot troubled companies. Used to test language used by now-bankrupt energy trader Enron from 1999 until 2001, Deloitte Consulting partner Brian Fugere said the program found 'it got progressively more obscure as they got deeper and deeper into trouble'.

'We think that's a good indicator of the linkage between clear and straight communications and business performance, including the issue of transparency and trust, which is such a big issue these days,' Mr Fugere said.

Black-and-white photographs of matadors fighting real bulls accompany the instructions.

Marketing director Chelsea Hardaway said employees had fun developing the program over nine months. They came up with about 10,000 'bullwords'. The final version has a dictionary of 350 words and gives users the ability to add more.

'It flags your 'bullwords' but then it gives you a good-humoured lashing over why you have used those words,' Hardaway said of the program, which works on Microsoft Word and PowerPoint documents much like those that check spelling.

The firm said employees voted 'leverage' as the most hated word, followed by 'bandwidth' and 'touch base.' Other incomprehensible words were 'incentivise', and 'envisioneer'.

The program, which can be downloaded free at http://www.dc.com/bullfighter, was tested on statements by 30 big US companies. Home improvement retailer Home Depot was first for clarity on the 'Bull Index', while computer hardware and software companies suffered the lowest scores for readability.

Deloitte is a division of the accounting company Deloitte Touche Tohmatsu.

Language point

How to add clarity to writing is a big topic. We must not keep stating the obvious.

Example: Amy went on holiday with her two parents.

The number 'two' is redundant.

If Amy only went with her mother or father, we should say it clearly. If we do not know who she went with, we may use the singular 'parent'.

We should also avoid overusing the passive voice. Most times, passive voice tends to conceal rather than reveal information.

Example: The plan was approved.

One basic piece of information is missing: Who approved the plan?

Of course, passive voice has its literal value when we want to put emphasis on 'the plan'. However, if we overuse it, our writing will be very clumsy.

Now help to add clarity to the following sentences:

1. I've read the user's guide thoroughly from A to Z before installing the computer program.

2. Bella woke up bright and early this morning. She still missed the bus.

3. She was looked at disapprovingly by Calvin and Daisy because she kept

being late.

Suggested answers:

1. ... read the user's guide thoroughly before...

2. ... up early this morning, but missed the bus.

3. Calvin and Daisy disapproved of her tardiness.



Bull shot down by software