Bad, Awful, Dreadful: Pointing Out the Negatives So Our Industry Can Move Forward

Saturday Night Live celebrated its 50th anniversary in 2025, prompting reflection on its past casts, seasons, and sketches.

One of my personal favorites is Dan Aykroyd’s recurring character Leonard Pinth-Garnell, inspired by PBS Masterpiece Theatre host Alistair Cooke. Dressed in black tie, he would introduce performances of poorly executed works—such as “Bad Cinema,” “Bad Opera,” and “Bad Ballet”—and express admiration for their flaws with memorable phrases like “Stunningly bad!” “Couldn’t be worse!” and “Exquisitely awful!”

Currently, there is a perceived need for critical evaluation within our industry. Similar to the SNL skit, numerous issues are contaminating our field. Although terms like “supply chain” and “logistics” have become commonplace, their usage often lacks precision and appropriateness.

Journalism: Strikingly Bad

Enhancing the professionalism of a document or communication involves several key strategies aimed at ensuring clarity, formality, and credibility. To achieve a more professional tone, it is essential to focus on precise language, proper structure, and appropriate formatting. This process begins with understanding the target audience and the purpose of the communication, which guides the choice of vocabulary and style.

Firstly, use formal language and avoid colloquialisms or slang. Opt for clear, concise sentences that convey the message without ambiguity. Incorporate industry-specific terminology where appropriate, demonstrating expertise and familiarity with the subject matter. Additionally, maintaining a respectful and courteous tone throughout the document fosters a professional impression.

Structuring the content logically is crucial. Start with an introduction that outlines the purpose, followed by well-organized body paragraphs that develop the main points systematically. Conclude with a summary or call to action, reinforcing the key messages. Use headings, subheadings, bullet points, and numbered lists to improve readability and highlight important information.

Formatting also plays a vital role in professionalism. Use consistent fonts, sizes, and spacing. Incorporate headers, footers, and page numbers if applicable. Ensure that the document is free of grammatical errors, typos, and formatting inconsistencies by proofreading thoroughly.

Incorporating these elements results in a polished, credible, and professional document that effectively communicates its intended message. Whether preparing reports, emails, proposals, or presentations, adhering to these principles enhances the overall quality and impact of your communication.

Print media outlets such as The New York Times and The Washington Post frequently misrepresent facts. Television coverage tends to be even less accurate due to the necessity of condensing complex topics into brief soundbites.

Facts remain fundamental. For example, during a 60 Minutes segment on supply chain issues, host Bill Whitaker incorrectly identified a port location, which undermined the credibility of the entire report.

The industry faces a shortage of leaders capable of articulating clear, coherent messages. Consequently, media often relies on familiar commentators—regardless of their expertise—leading to superficial or inaccurate representations.

As Bob Dole once remarked, the most perilous position is “between Chuck Schumer and a TV camera.” Similar dynamics are evident within our industry, exemplified by individuals appearing in the aforementioned segment.

Moreover, concerns about declining journalistic ethics are mounting. Failing to correct factual errors highlighted by readers compromises journalistic integrity.

Consulting: Couldn’t Be Worse

Historically, consultants contributed valuable insights to our industry. While some engaged in questionable practices, they were generally recognized as secondary players. However, even leading firms now exhibit problematic behaviors, including:

• Promoting “critical issues” that serve primarily as sales pitches;

• Recycling outdated work as innovative;

• Citing proprietary analytics without substantive basis;

• Using graphics and data lacking attribution or context.

Some firms appear to form mutual admiration networks, endorsing each other’s substandard work and exchanging speaking engagements at conferences.

Public Sector: Persistently Problematic

Many industry challenges require government intervention. As stewards of public trust, it is essential that public officials understand their responsibilities. While most are dedicated and knowledgeable, gaps in understanding and reluctance to admit errors are problematic.

For instance, at a recent industry event, a senior government official with more than seven years of experience demonstrated a lack of basic industry knowledge, attempting to bluff his way through and relying on colleagues to divert attention from his ignorance.

In another case, a self-promoting media executive used his platform to advocate for his appointment as U.S. Secretary of Transportation, exemplifying problematic influence.

Trade Associations: Stubbornly Substandard

Trade associations aim to support industry research and understanding. While some, like ATA/ATRI, set high standards, many prioritize quantity over quality. For example, I questioned an association’s leadership about substandard work published under their name; their response indicated a lack of peer review or quality control.

Additionally, when criticized, some trade association leaders dismiss concerns based on tone rather than content. Previously, I evaluated graduate student papers and found many lacked clarity and understanding despite mathematical rigor.

Such deficiencies harm our industry, which plays a vital role in the global economy, national defense, environmental sustainability, and quality of life. To improve, we must uphold standards of quality and avoid blaming critics for pointing out shortcomings.