Plain english

Here is a quote from the dti - capitalise on convergence report.

There is a growing realisation amongst business leaders that consumers are becoming more informed and have an overwhelming choice of products, services, information and advice. This choice provides value to the individual but also adds to the perception of a complicated life. For businesses this presents a growing opportunity with increased demand for new types of assistance and support in the life of the individual.

For businesses, the individual now presents more opportunity than ever before for those who can provide services to help them. Perversely, this opportunity is marred by increasing difficulty in reaching the individual. The cacophony of marketing messages that arises from the increased levels of choice is overwhelming the individual, who is ‘tuning out’.

I staterted to rewite this in plain english like so...

Consumers are facing an increasing range of products and services.   They find this confusing, and there is an opportunity for businesses to provide help and support.  However as the help and support is essentially just another product, it adds to the  problem making it more difficult to reach the consumer.

Then having reduced it to a stage where I could understand it, the nonsensical nature of the proposition became obvious.  Am I going to pay someone to help me  find the best digital camera when i decide to take the plunge?  I might buy a magazine, I might look on the internet, but pay someone?  Hardly.   So how can this be a business opportunity? 

There are obviously some fields where expert advice is essential, but these are all well established.  I can't see it as a general rule.  So what is this about?

The report goes on

Leading management experts are now suggesting that to sustain their success,
businesses will need to operate in a different way and truly put the customer first.

Now that is a bit of plain english I can understand.  But ... Different?  From what? When have I ever put the customer second or lower down the pecking order?  What is this about?  I have also stopped beating my wife.

Ah now this is much clearer when I check out the appendix:

Seller-centric and buyer-centric models differ primarily in the position of the buyer
relative to the seller. In the seller-centric model buyers waiting for their product surround the seller. In the buyer-centric model sellers, who have provided a set of products or services to answer more fully the needs of the buyer, surround the buyer. The buyer receives a more complete solution, which is provided in a manner that maximises their efficiency by helping them to save time or money. In the buyer-centric model, the seller is supplying these products and services and is providing value to the individual that has never before been addressed.

  That is much clearer.

Who writes this rubbish!