Why is corporate language so empty, vague and unoriginal?
The business world is rife with buzzwords and empty jargon. Too many companies, when seeking to communicate through advertising, marketing and public relations, fall back on the same tired words and phrases. Which, at a time when it’s so vital to differentiate themselves in a crowded marketplace, seems to make little sense. So what’s going on here? On this episode, we get insights from Andrea Belk Olson, chief executive officer of Pragmadik. An author, business strategist and behavioral scientist, she explains why corporate language is deliberately abstract, in its tendency to absolve companies from taking concrete positions. What’s needed in business communication today, she says, is clarity, specificity and coherence across the organization. How can we cut through this fog of corporate speak? Hosted by Bob Bowman, Editor-in-Chief of SupplyChainBrain.
Show notes:
Olson’s article in the Harvard Business Review: “Jargon Is Hurting Your Strategy.”
