Word Spy denotes the definition of a buzzword as: "An an often-used word or phrase that sounds more important than it really is, used primarily to impress other people." We're in a time where innovation is a core organizational value. Yet so often, adhering too tightly to the buzz words du jour actually inhibits potential for creative ingenuity. Some of the most common business buzz words which do not do a whole lot to inspire innovation are:
benchmarking competitive advantage actionable
diversification decentralization leverage
joint venture mission statement low-hanging fruit
vision statement strategic planning market segment
intellectual property incentive plans mission critical
quality improvement best practices operationalize
market risk opportunity costs value-added
distribution channels product mix positioning
target market win-win risk management
multitasking B2B outside the box
offline bandwidth mindshare
smartsize strategic alliance empowerment
New ideas often emerge wrapped in new language. In workshops, emergence coaching sessions, and creative projects, and I have noticed consistently the best ideas, the most novel ideas, and the most innovative business ideas emerge, not in business language, but in human language - holistic, conceptual, metaphorical, emergent, impassioned, poetic, story, visual images, excited.
If you have to reel in your communications into business speak, do that at the end of the creative process, not at the beginning. It's not about never using the buzz words, because they are a form of communicated understanding - a common language, but just not being limited by them. Leave the business buzz words on the back burner as you engage the creative process initially, and then, only after the new idea/vision/mission/product/service/strategy has been cultivated, is it a good time to come back and focus the language for the understandings of your "target market."
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