by Freddy Tran Nager, Founder of Atomic Tango + Guy Who Knows Jargon Enough To Avoid It; image by Mabdul via Wikimedia Commons…
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.”
Although reading that is like chewing sand — but not as fun — too many execs think such jargon makes them sound “professional.” Instead, it makes them sound like con artists.
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.)