New Equifax CEO Paulino do Rego Barros Jr. finally gets it right

Equifax interim CEO┬áPaulino do Rego Barros Jr. published a piece in the Wall Street Journal about his company’s response to its data breach. The tone and substance are ideal. Why does it always take at least 3 tries for a company to get its apology and reaction right? The Barros Op-ed works because it’s sincere, … Continued

Equifax statement dumping its CEO is a mass of weaselly mush

Unsurprisingly, Equifax canned its CEO after the recent data breach. Er, not quite . . . actually he “retired.” The company is still caught between being responsible and avoiding blaming anyone. The language in the release — and the company’s own description of itself — reveal just how little the company stands for. Here’s the … Continued

Salesforce puts customers on the execution block with jargon assault

Salesforce is a great program for small business. Each of its customer sites has an administrator, many of whom are non-coders. That’s why a recent “critical update” featuring “block execution” sounded scary — but incomprehensible — to many. The salesforce email: simultaneously opaque and terrifying A correspondent working in a small financial advice firm forwarded … Continued

The weaselly Equifax apology for exposing 143 million customer records due to “application vulnerability”

Thieves “potentially” made off with 143 million consumer records from credit reporting company Equifax. This is the worst data breach ever. The Equifax response is full of vague cover-your-ass statements at the exact moment when consumers most need accurate information. This is not the largest data breach ever — Yahoo lost data on 1 billion … Continued

With Hurricane Harvey approaching, the Weather Channel wastes copy on weather porn

Hurricane Harvey looks like a devastating storm. But with the media deploying superlatives so frequently, is there any capacity for alarm left for this actual emergency? I analyze the lead hurricane article from The Weather Channel for precision, clarity, and effectiveness. The lesson here: context is crucial when describing a potential disaster. Start with this: … Continued