Failure To Communicate

April 10, 2017

Jargon Alert: Time For Some “Market-Moving Dialogue”

Quick, can you guess what this company is selling?

“We provide a platform for market-moving dialogue by connecting decision makers through actionable exchange, revolutionizing the way 21st century companies create value.”

Reading that was about as much fun as chewing sand, wasn’t it? Unfortunately, too many executives think a huge wad of jargon makes them sound “professional,” when it actually makes them sound like con artists.

No, I take that back: a true con artist would use natural language that wouldn’t make their audience suspicious. Jargon makes the user sound like they’re hiding something — like a complete lack of talent.

By the way, if you guessed that mess was referring to a business conference, you speak good jargon.

(Thanks to Kevin Elliott of Hill+Knowlton Strategies for sharing this quote, which he received in an email from a vendor.)

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Freddy is the Founder & Creative Strategist of Atomic Tango. He also teaches at the University of Southern California (go Trojans!), shoots pool somewhat adequately, and herds cats. Freddy received his BA from Harvard and his MBA from USC.

One Response

  1. Every time a company sends me an email like this I immediately delete it and assume it’s a scam. If you can’t speak clearly and plainly to me I am not going to go near your services. I have already deleted two this morning.

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