“People don’t like fitness jargon,” Teo, 33, said in a recent interview with The Times.

But you don’t need to know the academic jargon to hear the truth.

"It's not about making your website pink. It's about using less jargon, competitive language, and masculine imagery," she says.

A year ago, just weeks after winning the general election, seven Labour MPs had the whip removed, to use the Westminster jargon, having voted against the two-child benefit cap.

It’s intentionally written in such a way that anyone can pick it up and get started on a project — Moore’s wife scanned his manuscript for jargon before the book was published.