{"id":1000,"date":"2021-06-16T08:00:32","date_gmt":"2021-06-16T12:00:32","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/06\/16\/corporate-buzzwords-just-say-no\/"},"modified":"2021-06-16T08:00:32","modified_gmt":"2021-06-16T12:00:32","slug":"corporate-buzzwords-just-say-no","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/corporate-buzzwords-just-say-no\/1000\/","title":{"rendered":"Corporate Buzzwords&quest; Just Say No!"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By May Habib, co-founder and CEO of <a href=\"https:\/\/writer.com\/\">Writer<\/a><\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cSynergy.\u201d \u201cLeverage.\u201d \u201cParadigm shift.\u201d Why do people talk like this at work?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">People adapt to the conversational style of their workplaces, repeating its jargon no matter how ridiculous it sounds. As champions of clear writing, <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/writer-for-chrome\/hngnkmianenpifegfoggnkamjnffiobn\">Writer<\/a> cuts out wordiness and suggests crisper alternatives. While we see some pretty wacky prose, by far the biggest category of less-than-pristine writing is \u2014 you guessed it! \u2014 corporate-speak.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s our top 20 list of the most annoying examples. These are the words we recommend you cut from your vocabulary, effective immediately. Your colleagues will thank you (though they may struggle to fill out their buzzword bingo cards as quickly as they used to).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#20. Leverage.<\/strong> Unless you\u2019re talking about debt financing or employing the services of a simple machine, don\u2019t say \u201cleverage.\u201d One of the hallmarks of great writing is simplicity. With that in mind, just use \u201cuse.\u201d<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#19. Utilize.<\/strong> Cringe, cringe, cringe. No.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#18. Scale.<\/strong> We\u2019re pretty sure we haven\u2019t read a business pitch in the last ten years that <em>doesn\u2019t<\/em> have this word. We acknowledge it\u2019s sometimes needed, but must we really use it to describe people, teams, processes, documents, job descriptions, and project management? It\u2019s time to scale back our use of the word.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#17. Unlock.<\/strong> As in \u201cunlock the value.\u201d Our data show use of this phrase has declined, even in corporate-land. So don\u2019t date your business by using it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#16. Unrivaled.<\/strong> If your product or service truly has no rivals, then you\u2019re either a gazillionaire running a monopoly or you need to take a red pen to your latest competitive analysis. Either way, use your precious word count to say (or better yet, show!) <em>why<\/em> you\u2019re better.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#15. Unparalleled.<\/strong> Like \u201cunrivaled,\u201d only more pretentious.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#14. Synergy.<\/strong> The 1980s called. They want their buzzword back. Besides having double the number of Ys any word should be allowed to have, \u201csynergy\u201d is right up there with Japanese\u2019s \u201ckanban\u201d and Russian\u2019s \u201cperestroika,\u201d except without the foreign cool factor.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#13. Paradigm shift.<\/strong> Speaking of the 1980s. \u201cParadigm shift\u201d is the \u201csynergy\u201d of change. Avoid it at all costs.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#12. Transformation.<\/strong> If \u201cparadigm shift\u201d is the \u201csynergy\u201d of change, \u201ctransformation\u201d is the modern-day \u201cparadigm shift.\u201d Like avocado toast of 2015 cuisine and barn doors of 2017 home design, \u201ctransformation\u201d is the \u201cit\u201d term of the 2021 business landscape. The word is usually paired with \u201cdigital\u201d in \u201cdigital transformation,\u201d which <em>is<\/em> a thing. Of course, it\u2019s a totally overblown thing that means nothing anymore. Estimated at $6.8 trillion in global spend (IDC) \u2014 a whopping 70 percent higher than IT spend overall (Gartner) \u2014 it\u2019s pretty much a free-for-all under which you could tuck virtually any technology investment.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#11. Business velocity.<\/strong> What the heck does this even mean? Going fast? Just say \u201cgo fast,\u201d then.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#10. On premise.<\/strong> Unlike those other unfortunate or ill-advised terms, this one\u2019s actually wrong. Well, if you\u2019re using it in the context of technology that is physically installed in the corporate network, it\u2019s wrong. Looking at you, technology marketers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#9. Hone in.<\/strong> It\u2019s either \u201chome in\u201d (like zero in on something) or \u201chone\u201d (like perfect a skill). But \u201chone in\u201d is just a weird mash-up that makes our head hurt.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#8. Operationalize.<\/strong> While we acknowledge that this is actually a word (it snuck into the OED in the 1980s), it is totally unnecessary. In the spirit of clear writing, why not say, \u201cput into use\u201d or even \u201cmake happen.\u201d While you&#8217;re at it, we\u2019d suggest taking a good, hard look at any words onto which you\u2019ve randomly tacked \u201cize.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#7. Literally.<\/strong> The problem with \u201cliterally\u201d is it has become an every word for emphasis. It has totally lost its meaning, which is simply a narrowing of something to its exact definition. In fact, the definition of \u201cliterally\u201d is so limited, we\u2019re not surprised it got hijacked for something broader.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#6. Motion.<\/strong> As in \u201csales motion\u201d or \u201cgo-to-market motion.\u201d Not only is this term over-engineered, but it now sounds smarmy, thanks to overuse. In fact, we\u2019re pretty sure you\u2019re only allowed to say it while making an \u201cair guns\u201d gesture and clicking sound with your mouth.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#5. Ninja.<\/strong> We recommend doing a command-F on all your job descriptions for this word and deleting every instance en masse. Nobody wants to join the corporate ranks as a \u201cninja.\u201d Unless, of course, you\u2019re recruiting for a position as a spy in feudal Japan, in which case keep it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#4. Rock star.<\/strong> Ditto the above. Particularly if it\u2019s coupled with a seven-years-of-experience requirement. Because if someone\u2019s so excellent in their role that they\u2019re deemed worthy of the label \u201crock star,\u201d chances are they\u2019re not going to be interested in spending the eighth year in the exact. same. role.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#3. Holistic.<\/strong> Is it herbal medicine? OK. Then, no.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#2. Go-forward.<\/strong> Do you mean, \u201cin the future?\u201d Or, \u201cfrom here forward?\u201d Then say that.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#1. Actionable insights.<\/strong> And now for the top spot, number one of our top 20 most annoying corporate buzzwords, we give you: \u201cactionable insights.\u201d Google this term and you\u2019ll get 62 million hits. No matter how great this term is, if 62 million other people are using it, you don\u2019t want to.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>May Habib is co-founder and CEO of <\/em><a href=\"https:\/\/writer.com\/\"><em>Writer<\/em><\/a><em>, an AI writing assistant for teams.\u00a0<\/em><\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>\u201cSynergy.\u201d \u201cLeverage.\u201d \u201cParadigm shift.\u201d Why do people talk like this at work?  Here are 20 words and phrases to cut from your work vocabulary.<\/p>\n","protected":false},"author":7,"featured_media":1001,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-1000","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Corporate Buzzwords&amp;quest; Just Say No! | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/corporate-buzzwords-just-say-no\/1000\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Corporate Buzzwords&amp;quest; Just Say No!\" \/>\n<meta property=\"og:description\" content=\"\u201cSynergy.\u201d \u201cLeverage.\u201d \u201cParadigm shift.\u201d Why do people talk like this at work? 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