On buzzwords.

Stop it.

Just stop now.

Look, I get it. The clients talk like that, and you want them to know that you know what they're talking about.

But when you sound like them, I start thinking you are one of them. Trust me, you don't want me thinking that. You don't want anyone you work with thinking that.

The origins of most buzzwords and jargon are based in a complete lack of understanding of the English language. Verbs used as nouns. Nouns used as verbs. Fictitious adverbs created by putting "ful" at the end of a noun. That's not professional.

It's dumbing down.

Don't have a wish-for. Have a request.

Don't have an add. Have an addition.

Don't be choiceful. Be selective.

Don't have a watch-out. Have a concern. Or a caution. Or a warning. Or a caveat.

Don't ladder up or double-click or ramp up or net out or opt in.

There are so many brilliant words in the English language, most of which can be found in a dictionary and thesaurus. Find them. Use them!

Again, language is the most powerful weapon in your communication arsenal. When you continue to use the same bullshit buzzwords and jargon that everyone else is using, your words become white noise. And you become easily ignored. But if you speak with authority, and embrace the power of the English language, people will listen. They'll pay attention.

And most importantly, they'll know you're not just another clone.

On toes.

If you're a dude, I don't want to see them. Put on some fucking shoes.

On feedback.

It seems that we don't really get feedback anymore. We get changes. We get revisions. We get direction. But not feedback. Rather than, "Here are the client's thoughts on the work we sent over. Let's give them a call and discuss," we get marked-up layouts or emailed revision work orders with six bullet-pointed changes and a deadline of EOD or COB (please stop using COB, by the way. stop now). When you send that RWO, it makes you nothing more than an ambiguous set of hands at the dinner table, passing the mashed potatoes from your kid sister to your dad. When the client calls you to comment on the work, don't do an RWO. Take notes. Ask questions. If the comments are complicated or will cause a significant change to the work, see if you can get a creative to join you on the call. Or ask the client if you can call back in a bit with the team or the CD. If all you do is pass the RWO, you are completely dispensable. But if you facilitate a conversation about feedback, you'll be invaluable.

On language.

I don't care what you do for a living. Not knowing how to speak properly is unforgivable, and worthy of scorn and ridicule.

On travel.

Always go pee just before you get on the plane.

On imitation.

It's the sincerest form of flattery.

And you're not in the business of flattering people.

On details.

There are countless people out there who can design. I mean, countless. I'm not even talking about church volunteers who know how to paste an image into Word. I'm talking about real designers who went to school and can fit things on a page fairly well.

There's something they all share. A common trait that will keep them good and only good.

They don't sweat the details.

They think because someone -- a shopper, a consumer, a passer-by -- wouldn't consciously notice the details, they're not worth the effort.

But the great ones know that everything is in the details. Those details, that last 10-15%, is where art is made. Until then, it's nothing more than common.

It's nothing more than good enough.

If you want to be great, good enough can't ever be good enough.

On passion:

If you want a workplace where everyone gets along all the time, and no one shows their frustrations and anger, you're going to have an office filled with friendly mediocrity. To do great work — I mean great by the standards of the people working on it, not just the client's standards — you need passion. And passion does not exist without volatility. That means that things are going to get heated every once in a while. You're going to be challenged. You're going to be the messenger and someone's going to take it out on you. At that point you have two choices. You can cower, take it, and then talk to your boss or his boss or someone's boss. Or you can show some passion back. Say, "Hey, back off, asshole. I know you're pissed and so am I, so as soon as you're done whining about it maybe we can figure some shit out." See what kind of reaction that gets you. Whether it's shock, laughter or a hissy fit, the end result will be that shit will get figured out. And figured out with energy and passion. That's why we do this job.

A quick aside to the passionate: Don't be a total douchebag all the time, idiot. There's power in restraint, just as there's power in action. And if you ever make anyone feel physically threatened, you're going to lose your job and face a harassment suit. Get your shit together or become a kick-boxer. I hear that's the sport of the future.

On presenting:

Be yourself.

Unless you're boring.

Or an asshole.

On success:

It feels great, but you don't learn anything from it.

Failure. That's how you learn. That's how you get better.

So find the failure in everything.

After the celebration, of course.