Let’s face it, running a business can be all-consuming. We’re expected to be on top of everything from PAYE to prospecting, from CSR to communications.
That’s why I haven’t got time for anyone who uses business gobbledygook when simple, concise English will do.
Infuriatingly, it’s the PR and marketing sectors which are among the biggest culprits.
(just say no to waffle)
There’s rarely a week goes by when I don’t have to translate a few paragraphs of marketing-speak to work out what it really means.
I suspect that the PR industry, like the wider marketing industry, is a touch insecure and that’s why it resorts to wordy waffle.
Marketeers and PRs rely heavily on the media but know how just how fickle the media can be.
So, out of a mix of self preservation and pomposity, the world’s marketing types wrap themselves in a blanket
of gobbledygook to tantalise and bewilder.
Clients and journalists get sucked into the vocabulary vortex and the outcome leads to even more flannel.
The biggest problem with gobbledygook, however, is its contagious nature.
It’s a bit like norovirus.
It only takes one PR or “marketing expert” to start spewing out phrases about being “results oriented” “end-to-end” or “on-trend”. Then, before you know it we’re all coining the phrases.
So in 2013, if we make just one business resolution, can it be to stop talking nonsense and get to the point. Life’s just too short.