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Mike Carruthers:
The
official language of business people today is, bull! You know,
synergistic, customer centric, up-sell driven, out-of-the-box,
customizable, strategically tactical, paradigm shift…
Brian
Fugere :
Part of the reason that it's happening is, over the years, they've
begun to outsource their voice. They've outsourced everything
else; they've also outsourced their voice.
Brian
Fugere, co-author of the book,
Why Business People Speak Like Idiots…
They
have speechwriters and PR people and handlers. By the time you
give something to the attorneys and the HR people to make sure
that it's legally correct and politically correct, you get back
a blob of nothing.
And
there are other reasons business people speak this goobly-gook
jargon.
One is
because you don't know what you're talking about. One is because
you're actually trying to evade and another is that you're not
willing to commit. The simplest of all language is your wedding
vows, "I do." There isn't a lot of room for maneuvering
or qualifiers or evasion there. How often do you see business
people speak that clearly? Jack Welch said, when he talked about
GE, he said "we will be number 1 or number 2 in every business
that we operate in." It doesn't get a lot clearer than
that.
And interestingly,
Brian says all this baloney language managers use isn't fooling
anybody.
I mean
you go in to any company and you talk to the front line worker
and ask them what kind of communication do they get from senior
management? They shake their head and they say, " I don't
even listen to it anymore, I delete it. In voicemail it's 3-3-7,
3-3-DELETE.
Tomorrow,
more mission-critical, niche centric, low value, customer-focused
jargon. I'm Mike Carruthers and that's Something You Should
Know.
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