Jargon, like everything, has its pros and cons. On one hand, it can give your company a voice, add authority, and can be used to communicate within the industry and between experts. On the other hand, it can isolate clients, kill conversations, and make you sound pretentious. It’s a double-edged sword: well-placed jargon can clarify, while poorly-used jargon clutters and hinders communication. Here is what the Bean Team considers to be junky jargon.
Shannon:
I don’t like ROI (when it isn’t used right). ROI is a performance measurement, calculated after the campaign. For example, if a campaign cost $2000 but gains $6000 in business from it, its ROI is 200%. While I understand ROI, I think some have gotten confused along the way. I was once asked what the ROI of his business cards were. Huh?!?
April Kester:
It should be noted that what I’m about to list below are NOT specific to the marketing world; in fact, most of these I came to loathe as I sat through seemingly endless management meetings (which were often times meetings about having meetings) at my former place of employment (loved the people there; hated the meetings…with a passion). It should also be noted that I’m not a particularly “beat around the bush” type of person – I have a tendency to be oddly blunt and get right to the point. So, without further adieu, here are my most hated corporate words/phrases/jargon:
Low Hanging Fruit: This is both dumb and ambiguous. Why not just say “things we can get done right now?” Or “What’s the easiest task to accomplish today/this week/this month?” Also, have you ever read a transcript of a meeting where the phrase “low hanging fruit” is said 167 times? I have. It’s cringe-worthy.
Core Competency: Now, don’t get me wrong, “core competency” has the ability to sound kinda cool and, in all honesty, maybe that’s why people use it. But, come on…I mean, really? When everything is all said and done what it truly means is: this is the stuff I don’t suck at, and it sounds more official if I say ‘core competency’ to refer to said thing(s) that I don’t suck at…so I’m going with that.
Wheelhouse (as in, “that’s not in my wheelhouse”): Unless you have an ACTUAL WHEELHOUSE (that you put stuff inside of), this phrase isn’t applicable to you. EVER. I mean, you might as well just tell everyone that it’s not part of your “core competencies”.
Synergy: Wha??? Either you get along well with someone or you don’t. If Mark from Accounting is a total tool, then why not just tell people he’s a tool. Seriously. Let’s just call a spade a spade (Ha! Get it? Tool? Spade???) and get on with the day.
Stickiness: I worked in healthcare for over a decade. The connotations that come with this word just weren’t thought through very well by the outside world. Because, let’s face it, the thought of ”stickiness” applying to your work in a healthcare setting conjures up an intense and visceral need for a decon shower. And maybe some bleach.
Lacy Jo:
“Value Add” or “Added Value” – Why do you have to add value? Is there not already value in what you have to offer? Let’s just start with the regular value and then we will see.
“Padding” – (Note: This is a graphic design term for the space around something else) It’s overused and over picked at. It’s important, but sometimes too much importance gets placed on it. The little space between a header and the body text is not going to be what makes or breaks a website. Plus, the word is weird. Why can’t it be “spacing”?
“Just shy of” – Let’s not be shy. Let’s be bold. But if you have to be “shy”, let’s call a spade a spade. You fell short.
“Money saving minutes” – I hear this in radio ads all the time. What does that even mean? It sounds silly. Stop using it, please.
Louie Broz:
Reinvent the wheel: Actually, please reinvent the wheel, because the wheel has been reinvented numerous times. The first wheel was made from wood or stone or some sort of Fred Flintstonean material; now its made from rubber and metal. So the next time you don’t want to “reinvent the wheel” try driving to work with stone tires. Just say a waste of time, it has fewer less syllables.
Bring to the table: AKA, what are your skills? How can you help? Unless you’re bringing me your grandmother’s killer casserole to the work lunch, just say skillset. Don’t reinvent the wheel.