Here’s my list: Those over-used buzz words.

I opt for a simple description of a buzz-word: An original concept whose meaning becomes fuzzier and woolier with each instance of ineffectual use. 

Using a buzz-word is, in and of itself, not wrong, of course; it’s the over-use of such a word which obfuscates true meaning and ultimately, hinders rather than furthers clear communication.

We are all prone to inject our communication, especially the formal ones, and presentations, with common buzz-words. It is akin to displaying a verbal badge, affirming our belonging with the group that claims acquaintance to these buzz-words. 

We want to be in the know, not be left-behind, and swim with the tide. I find myself, increasingly resisting the use of such words and opting for simpler, clearer, even if longer sentences, to ensure a firmer grasp of the topic of my expression. Not easy.

1. Value-addition: Used to describe all and sundry, from a new product feature to mundane tweaks.

2. Brand equity: Anything that goes with ‘brand’ actually. ‘Brand-value’, ‘brand-strength’, ‘brand-visibility’ can sometimes, (not always), point to an inward-looking approach and neglect a real assessment of weaknesses.

3. Paradigm-shifting: All events, great and small, cannot be paradigm-shifting. Ought to be used selectively, for those genuine, transformational, and likely permanent shifts.

4. Cutting-edge: Time will come, when a change of the office stationery will be labelled, cutting-edge.

5. Core values: Bandied about, and expected to be at the tips of all tongues, from the janitor to the CEO, but very rarely are these statements deconstructed for practical application. It is fallacious to assume that an employee would naturally co-opt an organization’s core values, or by default.

6. Think outside the box: Yes, we must, as long as we are first executing the laid-out strategy assiduously, and without distractions.

7. Best practices: These set of ideals to be adhered to, can be so vague as to be brandished like a flaming sword without any reference points. The mere use of the word is supposed to allay all fears, and quell all doubts.

8. Optimized solutions: Which customer would want broad, generic and bloated solutions?

9. Robust: This tall claim is applied to prop up descriptions and is used as a needless qualifier, instead of using words that are more appropriate to the item being described.

10. Synergize: Synergy happens when the whole is greater than the sum of parts. Falls flat when everything and everybody is supposed to synergize.

11. Take it to the next level: Often used, without articulating what the next level really looks like, alongside metrics to define attainment.

12. Low-hanging fruit: Supposed to indicate opportunity that can be appropriated easily. Again, when misapplied, it overlooks its context within a broader set of choices.

In the words of Michael Travis, an executive search consultant, "Aspiring managers would do well to remember that if you can't express your idea without buzz-words, there may not be an idea there at all." 

So next time, you want to enthusiastically embrace a buzz- word, you can opt instead, for succinct but clear words, and dazzle with your sparkling clarity of thought.

Image credit: brandrants.com