Reignite's voice has one rule: every sentence should pass the sole-trader test. Read it out loud. If a busy non-technical sole trader, on a Friday afternoon, can't tell you what it means after one pass, it isn't done.
Sounds simple. Most teams find it brutal in practice. Here are three before-and-after rewrites that show what the test does to copy.
Example 1: a roadmap blurb
Before: We're embarking on a multi-quarter transformation initiative to optimise our cross-functional value-stream alignment in service of strategic OKR attainment.
After: We're going to fix the way we plan work, so the right things happen first. It'll take six months. We'll know it worked when fewer projects miss their deadlines.
The original would be at home in any 50-page deck. The rewrite says the same thing in language a colleague could repeat to their non-technical partner over dinner. The original isn't a roadmap; it's a defence document.
Example 2: a feature description
Before: Our innovative AI-powered solution leverages cutting-edge machine learning algorithms to deliver next-generation predictive insights at unprecedented scale.
After: We're using a machine learning model to predict which orders are likely to be returned, so the warehouse team can hold them back for a quick check before they ship.
The original has six adjectives that mean nothing. The rewrite tells you what the thing does, who uses it, and why it matters. It's also half the length.
Example 3: a team principle
Before: We are committed to fostering a culture of psychological safety and radical candour to enable best-in-class collaborative outcomes.
After: We tell each other when something's wrong, even when it's awkward. Politely, without ego, but we say it.
The original is a corporate poster. The rewrite is something a colleague would actually say.
Why we hold to it
Plain English isn't an aesthetic. It's a discipline. The sentence that fails the sole-trader test usually fails because the writer hadn't yet decided what they were saying. Plain words force the decision. When the decision's been made, the rewrite is easy.
If your roadmap, your strategy deck, or your latest comms reads like example one, two or three, the cheapest thing you can do this week is rewrite it. We can help, but the work has to start with deciding what you actually mean.