The Good and Bad of Buzz Words

In the marketing and research industries there are more buzzwords than you can "shake a stick at." If you were to "boil the ocean" you might come up with some "breakthrough thinking" that provides true "business transformation" and gets you a seat at the table.

You get my point.

Many of the consultants that I have encountered of the past ten years think that speaking in marketing tongues or "research-ese" is what helps get them in the door at big companies. These same consultants wonder why research isn't consumed more at the top levels of organizations. The truth is that senior level (especially at the C-level) don't have the time or inclination to translate findings and recommendations into plain English.

It really isn't so hard, it just takes the discipline to say what you mean as concisely as possible. There is a great article today over on the 1 to 1 Blog about this topic today. Take a read here.


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