{"id":31603,"date":"2023-01-22T08:31:14","date_gmt":"2023-01-22T12:31:14","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=31603"},"modified":"2023-01-22T08:37:56","modified_gmt":"2023-01-22T12:37:56","slug":"a-buzzword","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/01\/a-buzzword\/","title":{"rendered":"What\u2019s in a buzzword? Nothing."},"content":{"rendered":"<h2>If you\u2019re writing about <em>vertically integrated digital-media companies<\/em>, stop typing<\/h2>\n<p>Oh, how I miss the late, great Jargonator, the Gable Group\u2019s tool to help PR pros cut buzzwords from their releases.<\/p>\n<figure id=\"attachment_31604\" aria-describedby=\"caption-attachment-31604\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31604\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/01\/dead-metaphors\/a-buzzword-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/01\/a-buzzword.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"a-buzzword\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;What\u2019s the buzz?&lt;\/strong&gt; Take a buzz saw to corporate buzzwords. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/blank-black-signboard-shape-fuzzy-bubble-585898265&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by nito&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/01\/a-buzzword-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/01\/a-buzzword.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/01\/a-buzzword.png\" alt=\"A buzzword\" title=\"A buzzword\" width=\"450\" height=\"300\" class=\"size-full wp-image-31604 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/01\/a-buzzword.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/01\/a-buzzword-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31604\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/01\/dead-metaphors\/a-buzzword-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/01\/a-buzzword.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"a-buzzword\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;What\u2019s the buzz?&lt;\/strong&gt; Take a buzz saw to corporate buzzwords. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/blank-black-signboard-shape-fuzzy-bubble-585898265&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by nito&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/01\/a-buzzword-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/01\/a-buzzword.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/01\/a-buzzword.png\" alt=\"A buzzword\" title=\"A buzzword\" width=\"450\" height=\"300\" class=\"size-full wp-image-31604\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/01\/a-buzzword.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/01\/a-buzzword-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-31604\" class=\"wp-caption-text\"><strong>What\u2019s the buzz?<\/strong> Take a buzz saw to corporate buzzwords. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/blank-black-signboard-shape-fuzzy-bubble-585898265\" rel=\"noopener\" target=\"_blank\"><em>Image by nito<\/em><\/a><\/figcaption><\/figure>\n<p>Here are three items from the site\u2019s list of the most offensive PR buzzwords:<\/p>\n<ul>\n<li><strong>Leading<\/strong>. \u201cTrying to find a press release without the word \u2018leader\u2019 is like trying to find a Diet Coke in a Pepsi plant.\u201d<\/li>\n<li><strong>Best-of-breed<\/strong>. \u201cWhy would anyone use a phrase that can be just as easily applied to a Chihuahua or a poodle?\u201d<\/li>\n<li><strong>Solution<\/strong>. \u201cThe most overused word in press releases today. Companies used to sell products, now they sell solutions. Dog food bowls are pet-feeding solutions, chairs are sitting solutions, cars are transportation solutions.\u201d<\/li>\n<\/ul>\n<p>You (or your approvers) may think that buzz phrases \u2014 aka words or phrases from Silicon Valley, management, marketing or popular culture \u2014 make your message sound more important. But they are actually barriers to communication that <a href=\"https:\/\/revvingupreadership.com\/2022\/08\/how-can-jargon-affect-communication\/\">make your messages harder to read and understand<\/a>. (Play a few rounds of Buzzword Bingo if you\u2019re not convinced.)<\/p>\n<h3>Stop \u2018making the world a better place.\u2019<\/h3>\n<p>I love how the characters on HBO\u2019s \u201cSilicon Valley\u201d overuse the phrase, \u201cMaking the world a better place.\u201d<\/p>\n<p>Take this speech from the pilot:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Happin! will revolutionize location-based mobile news aggregation as you know it.<\/p>\n<p>We\u2019re making the world a better place, through paxos algorithms for consensus protocols.<\/p>\n<p>And we\u2019re making the world a better place through software defined data centers for cloud computing.<\/p>\n<p>A better place through canonical data models to communicate between endpoints.<\/p>\n<p>A better place through scalable, fault-tolerant distributed databases with asset transactions.<\/p>\n<p>And we are truly local mobile social.<\/p>\n<p>And we\u2019re completely So-Mo-Lo.<\/p>\n<p>And we\u2019re Mo-Lo-So.<\/p>\n<p>We\u2019re Lo-Mo-So, bro.<\/p>\n<p>We were So-Lo-Mo but now we\u2019re Mo-Lo-So.<\/p>\n<p>No, Mo-So-Lo.<\/p><\/div>\n<p>And, from another episode:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Hello! Woo! I\u2019ve got seven words for you: I. Love. Goolybibs. Integrated. Multi. Platform. Functionality. Yeah!<\/p>\n<p>But seriously, a few days ago, when we were sitting down with Barack Obama, I turned to these guys and said, OK, we\u2019re making a lot of money and, yes, we\u2019re disrupting digital media, but most importantly we\u2019re making the world a better place through constructing elegant hierarchies for maximum code reuse and extensibility.<\/p><\/div>\n<h3>And the stuff runs screaming for the door &#8230;<\/h3>\n<p>It seems so ridiculous, but don\u2019t forget how often you hear this level of jargon in real life. Recently <em>The New Republic<\/em> CEO Guy Vidra said he would transform the 100-year-old publication into a \u201cvertically integrated digital media company.\u201d<\/p>\n<p>For senior editor Julia Ioffe and a bunch of her colleagues, it meant that it was time to leave.<\/p>\n<p>\u201cWe don\u2019t know what their vision is,\u201d she said. \u201cIt is Silicon Valley mumbo jumbo buzzwords that don\u2019t mean anything.\u201d<\/p>\n<h3>Does this buzzword make my brain look big?<\/h3>\n<p>Of course you have my permission to make fun of corporate buzzwords, as The Principal\u2019s Derek Lippincott does with this delightful glossary:<\/p>\n<ul>\n<li><strong>Competencies<\/strong>: Things we don\u2019t suck at.<\/li>\n<li><strong>Core<\/strong>: Everything is \u201ccore\u201d these days. Core values. Core competencies. Core capabilities. Core \u2013 Porate jargon.<\/li>\n<li><strong>Incentivize<\/strong>: The act of planning to give someone a die-cast NASCAR to award a desired behavior.<\/li>\n<li><strong>Opportunity<\/strong>: Saying \u201cimproving claims accuracy is an opportunity for Bob\u201d means BOB SUCKS AT CLAIMS. People need to tell Bob he needs to work on his claims, not say he has an \u201copportunity\u201d to get better.<\/li>\n<li><strong>Task<\/strong>: When used as a verb. \u201cI\u2019m going to task Paula to go get me a cookie.\u201d<\/li>\n<\/ul>\n<h3>Avoid business buzzwords.<\/h3>\n<p>But with that exception, please think again before using corporate buzz phrases like these in your messages:<\/p>\n<ul>\n<li>Leveraging our assets<\/li>\n<li>Mission-critical<\/li>\n<li>Conversate<\/li>\n<li>Information touchpoint<\/li>\n<li>Synopsize<\/li>\n<li>Electronify<\/li>\n<li>Price-optimized<\/li>\n<li>Targeted completion date<\/li>\n<li>Relanguage<\/li>\n<li>Computerate<\/li>\n<li>Critical path<\/li>\n<li>Professional learning community<\/li>\n<\/ul>\n<p>You\u2019re not making the world a better place. You\u2019re just making your readers crazy.<\/p>\n<div id='MC-AOS-MP' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-40\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you tell better business stories?<\/h3>\r\n<p>Stories are so effective that Og Mandino, the late author of the bestselling <em>The Greatest Salesman in the World<\/em>, says, \u201cIf you have a point, find a story.\u201d<\/p>\r\n\r\n<p>Learn to find, develop and write stories that engage readers\u2019 hearts and minds at <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling<\/strong><\/a>, our content-writing training workshop.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to find the aha! moment that\u2019s the gateway to every anecdote. How to start an anecdote with a bang \u2014 instead of a whimper. And how to use \u201cthe most powerful form of human communication\u201d to grab attention, boost credibility, make messages more memorable and communicate better.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re writing about vertically integrated digital-media companies, stop typing<\/p>\n","protected":false},"author":6,"featured_media":31604,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[13085],"tags":[279,13087],"class_list":{"0":"post-31603","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-metaphor-cliches","8":"tag-buzzwords","9":"tag-digital-media","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What\u2019s in a buzzword? 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