Sawubona! This is a Zulu greeting from Africa that means ‘I see you’. It’s so much more than a traditional hello – it means I see your personality, your humanity, your dignity. And the response is Yebo, sawubona (‘Yes, we see you too’). Much like this warm greeting, the best communication is rooted in empathy – welcoming the reader by the words we use. Writing like real people to other people.I’ve been part of a creative team of writers and designers at Alexforbes for almost ten years. Now I'm spreading my wings into plain-language consulting to work with corporates and having a bigger impact in treating customers fairly. The result is clear, engaging and accurate communication that resonates with users and meets compliance requirements.