In my professional life, if there's one word that pisses me off more than any other it's 'fluctuating'. I work in performance marketing, a world whereby the quality of the work that you do is very tangible and measurable - it is every bit a results-based business. We're good at what we do, and so fortunately most of the time when reporting back to clients the story is positive; as with any business however there are of course moments when things aren't going entirely to plan.
The biggest rookie mistake I see people make is saying that things have 'fluctuated' when something has moved in a negative direction. In nearly 20 years of the business, I have never heard the word used in a positive context.
My advice to these young people who are often very talented but nervous of pissing a client off is always the same; don't try to obscure a problem with fluffy language but rather own it instead. Be the first to raise it, explain clearly what the problem is, why it is happening, what the fúck you're doing about it and when it will be resolved. People can handle bad news if they have trust and confidence in you to address it robustly.
I just feel that this cabinet is consciously guilty of this rookie error, time and time again. Most people aren't idiots and are capable of reading the sub-text. Just explain what's going on and what you're doing to fix it FFS. What they are doing is deceitful, and it's this fact that is the reason that the public have no trust or confidence in them to fall back on, in turn worsening the vicious circle caused by their bullshít and bluster.
Absolute shysters.
Aside the fact I think there are more idiots than sensible people, you are spot on. Could you have a word with DA/TB & GP about fluctuations as well please.