Via FT’s Lucy Kellaway Column:

1. Never use a short word when a long one will do.
   • The first rule is to complicate first and then obfuscate
2. Everyday euphemisms are the way forward
3. Disregard the grammar you learnt at school
4. There is no such thing as too much emotion
5. If you produce something simple, rebrand it so no one will know what it is
6. Do not limit yourself to words that are in the dictionary
7. There is no such thing as too much metaphor and cliché in one sentence
8. Ignore Rule 1

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