If you listen to children describing something, you can often pick up a common mistake. It’s one that many of us keep on making when we reach a business setting.

Kids may describe a film they have just seen as the ‘most perfect’ or a tricky game they have been playing with their friends as ‘more than impossible’. Although it sounds quite sweet and an enchanting way for them to express their enthusiasm, sadly it’s also wrong.

A number of adjective are what is known as absolute adjectives. In other words, they don’t need extra words added to them to increase their intensity. They convey the meaning without the need for the likes of ‘more’ or ‘most’ or ‘very’ in front of them.

Here are some common examples of words some of us love to embellish when really they should simply be left alone.









How many times have you written in a press release that a new product is ‘totally unique’ or ‘completely perfect’? Or written copy with the line in it that it was ‘almost impossible’ to decide what to do?

It’s either impossible or it is not – it can’t be nearly one thing or another. Similarly, something can’t be ‘more perfect’ as perfect means it can’t be improved on further.

As ever, keep it simple and really consider every word you’re writing. After all, you want to sound like someone who is a serious business person and not an excitable child in the playground. Don’t you?