"And while we're on a roll, how about losing the cryptic jargon."

Bad day for the Brand Lady Carolyn Bivens as Ron Sirak reveals the name she gave her project to shed the LPGA Tour of all those pesky longtime sponsors in favor of new ones who spoke her language: "Vision 2010."

And in this week's SI, Dottie Pepper all but explains how the Commish has messed up. Somehow the vision of Paula Creamer picking up the phone to try and repair the ADT relationship may just mark an all-time low for Bivens:

The LPGA players are a tremendous asset when it comes to drumming up new business and trying to save sponsor relationships. Paula Creamer, for example, called ADT when it was announced that the company would no longer sponsor the year-ending tour championship. She did it because she had a personal connection with company executives and wanted to do whatever she could do to save the business relationship. The tour needs to use players in this manner and be thankful for their commitment.

And while we're on a roll, how about losing the cryptic jargon. For example, the LPGA's announcement said that it hoped to create "economic empowerment opportunities" and "to establish executional excellence as standard." How about "provide our members with as many business opportunities as possible" and "do the very best job we can"? Putting a human touch on the sport starts with the way you talk about it.