corporate jargon equals verbal play doh

"Portmanteau words are now a staple of the magazine competition, and amid the waste of failed invention, every so often one meets a need: smog, stagflation, chocoholic. I don't know how we ever did without 'metrosexual', coined by my friend Mark Simpson."

As marketers, we love portmanteaus because they often convey concepts in a unique way. “Advertorials” allow you to create advertising with editorial content to both educate your audience and sell your product. Or how about a “listicle?” Is it an article or a list? Who cares—it’s simply a new, fun way to consume content that makes it easy for

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And so with every exchange, you have to acknowledge a reality where words like optionality and deliverable could be just as solid as blimp and pretzel. What happens if you ask a Megan or a Steph Korey or an Adam Neumann what they mean? I imagine a box with a series of false bottoms; you just keep falling deeper and deeper into gibberish. The

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This has turned communicators of all kinds – from fashion influencers to public health specialists – into Kremlinologists who obsessively analyze the behavior of social media algorithms in the hopes of learning how to please them and (more importantly) how to avoid their punishments.

Hence algospeak. Social media users have learned the hard way that... See more

Beyond their meaning, words also differ according to how easy they are to pronounce. People generally prefer not to think more than necessary, and they tend to prefer objects, people, products, and words that are simple to pronounce and understand. In 2006, my colleague Daniel Oppenheimer and I investigated the performance of hundreds of stocks

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On the one hand, language is a wonderful tool. It allows us to describe these other worlds in metaphors that help us think and imagine them. But there are many places where our language leaves us in the lurch. Like with vision, we don’t have a word for detecting light but not having a conscious experience of it.

Jargon hides our lack of understanding. When forced to write out an idea from start to finish in simple language, you discover where you struggle … where it doesn’t quite make sense … where you get frustrated … where you don’t really understand as well as you thought. Only by identifying gaps in your knowledge can you fill them. 

At my own workplaces, the New Age–speak mingled recklessly with aviation metaphors ( holding pattern, the concept of discussing something at the 30,000-foot level), verbs and adjectives shoved into nounhood ( ask, win, fail, refresh, regroup, creative, sync, touchbase ), nouns shoved into verbhood ( whiteboard, bucket ), and a heap of nonwords

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