Premium Only Content

The use and abuse of buzzwords
Find another way to say these words and phrases if you can:
FOMO. Engagement. Low-hanging fruit. Content is king. Deep dive. Synergy. Disruptive. Pivot. Innovation. Share of voice. Brand equity. Awareness. Storytelling.
Are you sick of hearing those words and phrases? Probably. Most of us are.
I'm going to argue that buzzwords are simultaneously annoying and necessary.
They're annoying because people often string them together in meaningless eruptions of jargon. It sounds impressive (I guess) but doesn't mean anything. People often to resort to buzzwords to sound like they know what they're talking about. They're almost like business filler words. Better them "um" and "like," but only slightly.
But they're necessary because there's a sense in which they're giving us an insight into the current zeitgeist. They're pointing at something that's resonating with people at some level.
Think of a buzzword as the manifestation of an emerging trend, or idea.
Consider the term "disruption" as an example. While it may have been diluted through overuse, and I get tired of hearing it, it encapsulates something we see in the seismic changes going on in various industries, and it highlights a strategy, or a mindset, that companies need to keep in mind. If you're not disrupting your business, somebody else will.
In the same way, "authenticity" became a popular word because people so many things seem inauthentic.
Buzzwords may often be used flippantly, but their persistence shows that they're reflecting and amplifying some underground cultural current.
So what do we do with them?
Treat them like whiches. Not the ones at Halloween, but the ones people often use when they should have used "that."
Try to replace a buzzword with another word or phrase. That will force you to make sure you're focusing on the meaning of the concept.
When the buzzword actually fits, back it up with data or examples to give context, and to substantiate the usefulness of that word in that circumstance.
A buzzword is like a symbol. It’s supposed to encapsulate a larger meaning. I suppose it’s like an emoji, which, like buzzwords, can also get annoying, but I think it’s more like the word “democracy.” People don’t usually just mean democracy, they incorporate a lot of other concepts into that word, like freedom, self-determination, that sort of thing.
So by all means hate on the indiscriminate and meaningless use of buzzwords, but also take some time to think about their utility, and the message they’re trying to convey.
-
34:18
Athlete & Artist Show
4 days ago $0.61 earnedPanthers Win BACK 2 BACK, Bennett Wins Conn Smythe, Can Florida Keep The Rat Pack?
3.79K1 -
23:08
DeVory Darkins
1 day ago $5.67 earnedCNN suffers HUMILIATING SETBACK after Iran confirms damage to nuclear sites
9.56K77 -
8:09
Nate The Lawyer
1 day ago $0.90 earnedKarmelo Anthony Indicted for First‑Degree Murder Facing Life In Prison
5.75K8 -
1:06:58
The Chris Cuomo Project
1 day agoAOC Is KILLING the Democratic Party Over Iran
5.65K9 -
1:17:05
"What Is Money?" Show
1 day agoGary's Economics Explains Money (Badly)
7.48K6 -
4:08
Sugar Spun Run
23 hours ago $1.95 earnedChicken Salad
11.1K6 -
9:00
The Art of Improvement
19 hours ago $2.75 earnedHow to Break Through Your Fear of Failure
12.9K4 -
7:18
DropItLikeItsScott
1 day ago $1.29 earnedWait, What...I Like GLOCK Now??
8.32K2 -
LIVE
Lofi Girl
2 years agoSynthwave Radio 🌌 - beats to chill/game to
672 watching -
2:32:02
Side Scrollers Podcast
19 hours agoPirateSoftware Situation, Twitch BANS mang0, “White Man Bad” CRASH OUT | Side Scrollers Live
50.1K10