The full quote is, “Think like a wise man, but communicate in the language of the people.” I take this to mean that good, clear, universal writing takes a lot of thought. A lot of considering how a word or phrase could be interpreted in a particular context. Putting a string of content in front of users or colleagues and really understanding how it lands for them. Is it clear what is being asked? Do they understand what to do next?

I employ user-centered design principles in my UX writing and strategy work through a holistic and results-driven approach. Cleverness and trying to stand out don’t lead to good language decisions; prioritizing the user and the desired results do.