Take this excerpt from a Web site promoting a major company. (The names have been changed to protect the ignorant.)

More than a decade ago, the Harrumph Company began to develop spatially referenced commodity data and its presently highly regarded data integration methodologies. These resources combined with Harrumph principal's expertise and market knowledge are the keys to successful implementation of the company's advice and planning.

Fire the writer if:

• The writing has more than two 3-syllable words per sentence.
• You can't figure out what a pronoun refers to. (See "its" in the first sentence.)
• All sentences are long.
• The writing is laden with tired old marketing words like "resources," "expertise," and "implementation."
• It sounds important, but you have a headache.