Professional planners are disconnected from the average person. So are civil engineers and architects. How can I be so sure? Because I’ve been happily working in this boring industry for more than 20 years.

The work of subject matter experts has direct and measurable impact on the general public. But… they can’t articulate their value in plain language.

Here’s a real-world example that I just made up (but seriously, you’ll find this junk everywhere).

We upgraded the facility by improving access and restoring multimodal connections according to the latest guidelines, overseeing all aspects of design and monitoring construction of the first phase of implementation for this important project that was funded by a regional government agency.

You did what?!

No wonder your teenager doesn’t want to be at the dinner table with you. Even professionals hate reading that drivel, so what makes you think a potential client will get excited by technical jargon?

Now that we’re so civilized and advanced, we fool ourselves into thinking industry jargon and complex presentations are necessary.

Again…who cares about your elaborate project write-up packed with every known industry buzzword?

No one. You don’t even like it. It feels forced and fake and bloated.

There is a simple way to communicate the impact or purpose of your work, no matter how complex your projects.

Language matters

Humans have understood storytelling ingredients since the dawn of time. Before WordPress, people etched narratives into cave walls.

Here’s a real-world alternate example that I just made up (but seriously, I’ve used this exact description)

We made it possible for people to safely walk across a busy intersection.

Stop taking your textbook knowledge so seriously. That university diploma was expensive, and it’s tempting to remind the little people that you’re qualified.

Choose to articulate your work using plain language and people will want to hear more of your stories.

Imagine yourself at a networking event. “Andy, what do you do for a living?” Possible responses:

• I help make streets safe and comfy for riding bikes.
• I’m a street artist.
• I’m helping to restore peace and love in public spaces.

I don’t know if this will make a difference in your boring industry, but it’s helping me. I’m putting fewer people to sleep.