Clear beats clever. If people need to decode your plan, they won’t follow it.

Cleverness is usually performed for yourself. A plan with a slogan and layers feels impressive to build, and then people spend energy translating it before they can act, so most just do not. Plain language is harder to write and easier to follow, which is the whole trade. If someone has to ask what you meant, the plan already failed at the only job it had.

Take what you are asking people to do and say it in one sentence with no adjectives. Read it to someone who was not in the room. If they can repeat it back and tell you what comes first, it is ready.