If you’ve visited the Brilliant Ink website, you may have seen reference to 10 words and phrases we’ve pledged never to use when developing communications materials for our clients. “Never” is a strong word, and I don’t mean to imply that we’re inflexible. Instead, it reflects our belief that words have power and meaning, and relying on trite sayings and meaningless corporate catchphrases means we’re not working hard enough to tell a dynamic story.
Without further ado, we present the first five words and phrases to avoid like the plague (the remaining five will appear in the next blog posting):
1. Impact/Impacted/Impactful
This is number one on the list for multiple reasons. First, every version of this word is grossly overused. Second, “impacted” literally refers to a tooth being wedged into the jaw. Unless you work in dentistry, you probably don’t have many reasons to talk about teeth. Third, “impactful” doesn’t even appear in most dictionaries. All great reasons to strike them from your vocabulary.
2. “At the end of the day”
If something’s important at the end of the day, it should also be important at the beginning of the day, in the middle of the night, or any other time. Besides, has anyone seen the musical “Les Miserables?” Every time I hear this phrase I want to burst into song.
3. “Out of the box”/ “outside the box”
When corporate speak turns into a slogan for fast food, you know you’re in trouble. What the heck is “in the box” thinking, anyway? And unless you’re a cardboard or shipping company, what do boxes have to do with your business?
4. Proactive
There’s nothing inherently wrong with this word, it’s just overused. Let’s not contribute to any more overuse.
5. Ideation
Want to kill all creative thinking at your next meeting? Tell everyone you’re having an “ideation session.” That should do the trick.
To be continued. In the meantime, check out this article for more fun and ridiculous corporate speak:
BBC Magazine : 50 office-speak phrases you love to hate
Corporate speak is punishable by death, Part 2
8 Comments
Great job as usual. Nothing less is expected;^) I
It’s great to see that you never cease to have impactful, out-of -the-box ideas that are both proactive and ide-ational at the end of the day!
A great article Liz, and I I agree to the nth degree. I would love to see the day when clients can fully articulate their needs without using some of these terms.
Just yesterday I inquired with a client about what additional types of ideas they were seeking … the answer “something innovative, out-of-the box that will move the needle.” How vague is that answer and how much more marketing speak could be used? So now I will help them ‘find their voice’ to articulate with more creativity and specifity instead of jargon.
“Impactful” just kills me. Last night I cringed at a description of a move made in response to another move as “reactionary.”
Interesting coincidence:
http://blog.wired.com/underwire/2008/11/oxford-research.html
Are you the first commenter on that page?
Hi Liz, I love to hate on the words! Can I add some phrases I hate from the design world?
Clients looking to add “Pizzazz” or “Oomph”, or wanting something “Different” or “Jazzy.” Thanks for the great post.
Dear Liz -
Is it ok if I SAY “…at the end of the day” all the time, but I don’t write it??
Signed,
User of fun and ridiculous corporate speak in Chicago
Really enjoy reading your blog! I do have a phrase to add as well – “reach out”. Not only is it overused in the corporate world, but it has also infiltrated our personal lives!
I’d like to add “thought leader” to the list because it sounds to phony. And I’m glad to see someone else has mentioned “reach out,” which is what my 7th-grade English teacher would have called too vague. One more, which always made my brain flip: “execute on” a plan.
Yikes! I just saw my typo (never comment before coffee). Should read…because it sounds TOO phony.
Sorry.
One Trackback
[...] Avoid corporate speak! I’m on a crusade to rid the world of overused words/phrases like “impactful,” “end of the day,” etc. Check out our full list here: http://www.brilliantink.net/blog/?p=26 [...]