The marketing and public relations (PR) are meant to be the beginning of a relationship with buyers and to drive action (such as generating sales leads), which requires a focus on buyer problems. The worst gobbledygook offenders seem to be business‐to‐business technology companies. For some reason, marketing people at technology companies have a particularly tough time explaining how products solve customer problems. The author analyzes gobbledygook in 2006 and published the findings on his blog and as an e‐book called The Gobbledygook Manifesto. He shares a story about the power of communications and feedback on the web. When the Boeing Company revamped the website and built a completely new approach to writing for the web, the company shifted dramatically from a dull, technology‐ and product‐focused, gobbledygook‐laden site to one focused on interesting stories. The chapter describes effective brand journalism, which is about telling stories.