This week’s new rule of thumb: the Wikipedia test

If your Wikipedia entry explains what your firm is about better than your own website, it’s time to get to work on the website.

(Many of the Wikipedia entries for companies do a very good job at making clear what a company is about largely because, I suspect, Wikipedia is generally free of business jargon. So even when written by ‘amateur’ outsiders, text that’s free of jargon makes for a clearer description than text written by expert insiders.)

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