Are you sick of hearing those words and phrases? Probably. Most of us are.
- FOMO
- Engagement
- Low-hanging fruit
- Content is king
- Deep dive
- Synergy
- Disruptive
- Pivot
- Innovation
- Share of voice
- Brand equity
- Awareness
- Storytelling
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, viz., if you’re not disrupting your business, somebody else will.
In the same way, “authenticity” became a popular word because so many things seem inauthentic. How can you capitalize on that?
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.
