This has been some time coming now. Something like a decade or more in the making for me personally in advertising. I’d like to suggest we retire some buzzwords. Business jargon used daily whether in or out of context. For some they’ve become an extension of their vocabulary or as my neighbor who runs a family owned nursery would put it; corporate talk. I myself have been conditioned to go along — like a passenger on a Southwest flight. Buzzwords are kind of a free-for-all. They’re commonly used by the corporate masses, from seasoned veterans, up and down management, and even thrown around by that Jr. Strategist who finally landed a full-time gig after working those late nights. It’s a way to fit in, for some. A way to relate and a lot of times a way to sound smart. You pack them carefully in your sentences and you may just get a few nods.
Can we live without them? I think so. We’re going to feel just as important and get as much important work done!
Here are some all-time greats — and in no particular order:
Elevate: Hmm, how high exactly?
At the end of the day: Not during the day?
Eco-system: No.
Blow it out: Another way of saying we need to see more stuff even though the brief didn’t ask for it.
Low-hanging fruit: Totally appropriate if you’re at an apple farm.
360: Twice as good as 180.
30,000 ft view: Because this conversation is taking place on an airplane.
Deep dive: Oui, Monsieur Cousteau.
Approachable: As opposed to unfriendly?
Disruptive: Most of us prefer peace and harmony.
To be honest: No please lie.
Impact: Boom.
Synergy: Another way of saying we work well together.
Customer journey: Buckle up everybody.
Holistic: Don’t spell it with a “W” — fyi.
Bandwidth: Ah, what frequency?
Move the needle: It’s 2021 dude. Spotify.
Content is king: So which one’s the queen then?
Touch points: No touching, please.
Circle back: On a Segway!
Segway: Mall Cop!
Next generation: You have my attention.
Hyper local: Now you really have my attention.
Sustainability: The Tom Hanks of buzzwords. Can’t hate it.
Visibility: We’d rather be in the dark here.
Pain point: On a scale of 1 to 10, how bad is it?
Quick win: Who doesn’t like that?
Big data: Hey guys, just wondering what’s the small data on this…
Game changer: A notch down from ‘Revolutionary.’
Unpack: Another way of saying gosh can someone explain this to me simply?
Drill down: Careful, please be careful.
Like you said: Just cruising along here drafting behind you.
Like I said: Yes Brendan, we hear you loud and clear.
Will this scale: It can’t possibly be good if it doesn’t.
Immersive: Oh this is going to be good.
Wow factor: Pressure, pressure.
Putting out fires: Thank you, Fire Chief.
Millennials: Move on. They’ve redeemed themselves after they took to the streets for social justice.
Quality, not quantity: Then how come Walmart is so big and popular?
Snackable content: Cool, I’ll get the napkins.
Thought leader: You power-hungry beast, you.
Viral: Unintended awesomeness that can’t really be planned.
KPI: Sounds important. Very.
MVP: Not to be mistaken for the ‘Most Valuable Player’
Innovators: Blame Shark Tank.
Evangelists: Blame Tesla.
Movement: For grabs if you’re Bernie.
“Our business is infested with idiots who try to impress by using pretentious jargon.”
— David Ogilvy
