IT companies are in the business of providing technology solutions to business problems. Buyers of technology products and services look for concise statements on value proposition of the seller. They look for information to decide their next course of action. And they need to decipher the message and make a decision quickly. Business people do not expect literary masterpieces; they look for simple descriptions of capabilities and points to decide further course of action.
Most English speaking business users hold Indian IT companies in high esteem for their cost-competitive technology and process solutions. They also realize that English is not a native language for most employees of Indian IT companies. So, instead of losing the message in a labyrinth of words and expressions, Indian IT companies should use simple plain English to come straight to the point.
Here are top 10 reasons Indian IT companies need to use clear English:
"Brevity is the soul of wit":
The message (value proposition or solution benefits) should be precise, so that the recipient finds what she is looking for. There can be a lot of information to share, but there are always only a few key messages, the rest are details. The key messages are easily remembered and understood if they are brief and to-the-point.
Technology concepts are hard for most people to understand:
Most companies buy technology services because they expect the service provider to be experts in the subject. They themselves want to look at the simple business parameters. Many times, the business benefit or the expected action is lost in complicated technical terminology and discussions. It is difficult for technocrats to articulate technology concepts in terms of business benefits. It is more difficult for business users to extract key messages out of complex descriptions of technology offering. Using simple English will help articulate the message in short sentences using common words, which is easier for the recipient to understand.
Short attention window:
Executives in business especially in IT receive loads of information in various forms on a daily basis. In electronic forms of communication, due to the absence of non-verbal methods, choice of right words and expressions is vital in communicating the right message. Due to the large number of messages an executive receives, she makes a decision on each message in a very short time. This small window of attention is best leveraged by providing the exact information she is looking for in the shortest amount of time using the simplest language.
Words have regional meanings and interpretations:
Many words, albeit simple, have variations in meanings and usage. For example, most Americans do not understand what a biscuit is; they would commonly refer to it as a cookie. The more words and expressions one uses, the more are the chances of misinterpretations. So, it is best to stick to the topic and use simple words and expressions.
The recipient can be non-native English user:
The intended recipient of a message might not have a very good command over English language beyond simple expressions. In that case, the recipient will have difficulties comprehending complex and flowery language. It is easier to connect with the audience with simple English irrespective of their prowess of the language.
Message can be relayed or forwarded:
People talk and forward messages. It is quite prevalent in business scenarios because decision making is often a collective effort. Every time a message is relayed, there is a chance of distortion in transit. Messages in Simple English have a lesser chance of getting altered or losing its impact.
Retention and recall:
It is much easier to remember and recall a message in simple English. As it is IT concepts are complex, simple English descriptions of them has a higher chance of recall in its entirety, without losing key aspects of the message.
Easier to follow simple steps described in simple English:
Many times in the IT industry, writers develop manuals and technical documentation. These are meant to be followed by people having various levels of knowledge and exposure. The simpler the language, the easier it will be to follow.
Translation requirements:
As Indian IT companies conduct business in multiple geographies in various languages, it is often necessary to translate an original English content into other languages. If the choice of words and expressions are simple in the original script, it is easier to translate without losing any vital information.
Better control:
Simple English gives better control over what one is trying to communicate. It also gives the recipient more control to modify and communicate further. It is easier to modify and reuse. Modularity and ability to reuse is also fundamental to most programming principles. It should also be practised by IT companies in communication as well. This can be best achieved by using Simple English.
Indian IT companies compete in a tough multi-national marketplace. Even employees come from multiple countries and cultural backgrounds. So, for both internal and external communication, they need to stick to simple language and concise messages. Indians excelled in the global marketplace for their frugal approach to business. Indian IT companies can benefit immensely and be successful by being adequate yet frugal in their usage of words and expressions.
Editor's note: Most articles submitted to Chillibreeze go through a selection process. Only 30 percent of submitted articles are accepted for publication on the Chillibreeze.com featured article list. All accepted articles are edited and proofread for glaring errors of punctuation and grammar. Sentence structure is changed in certain cases and sometimes, entire sections are rewritten. If you notice any errors that have slipped through the cracks, do let us know! (Email us at info at chillibreeze dot com).
Chillibreeze's disclaimer: This is a contributed article and was published on Chillibreeze in September, 2011. The views and opinions expressed in this article are those of the author(s) and do not reflect the views of Chillibreeze as a company. Chillibreeze has a strict anti-plagiarism policy. Please contact us to report any copyright issues related to this article. The relevance of the facts and figures cited (if any) could change after a period of time.
Chillibreeze offers Indian writers the opportunity to work on customer projects. We are also India’s biggest writer network and a one-stop shop for Indian writers and editors. The writers’ section on Chillibreeze offers freelance writers and editors a variety of tools to advance their careers. Resources for writers include:
