The New Business Dingo

Just in time for the holidays, and as you craft out your witty, insightful, results driven prospecting emails for 2010 comes the De-Jargonator.

We're all guilty of it in new business... using jargon to fit the conditioned mould around our peers and prospects alike. I found this in my inbox this morning and thought that the creators at Methodologie were onto something. 
 
Corporate communicators want engagement. Marketing communicators want to stand out from the competition. Neither will get what they want if their messages are packed with buzzwords and jargon. People tune out when they read or hear something that sounds predictable or familiar. Writing overloaded with buzzwords tells the reader, “don’t bother finishing the paragraph, it’s all blah-blah-blah.”

So next time you’re tempted to reach for the tried and true (and predictable and boring) vocabulary, try using the De-Jargonator to turn boring corporate- or marketing-speak into genuine people-speak. New business prospects will be grateful. They might even read to the end of the paragraph.

Disclaimer: Before I'm accused of word snobbery, we here at Catapult New Business would like to acknowledge we’re as guilty as the next company of leaning on these words. Let’s make a New Year’s resolution together: "I will find alternatives to buzzwords and jargon whenever possible".
 
# Best-of-breed, best-in-class, best-of-category (adjective) : the best or optimum of a particular category or group of things

It’s OK to use: At dog shows; in car commercials.

Try instead: The best, foremost, most advanced, optimum. The category is usually implied.

# Core competence, competency (noun) : a fundamental ability or expertise that gives a company its competitive advantage (common definition)

It’s OK to use: In business school. “Core competence” is a concept that leaked out of academia and took up residence where it doesn’t belong: the English language. “Competent” means “adequate but not exceptional.” Why would you describe what you do best as “competence”?

Try instead: What your organization does best; competitive advantage; special or unique expertise or ability; specialty.

# Drive (verb) : too many definitions to list

It’s OK to use: With Cadillacs, cattle, or Calloways. “Drive” is a great active verb and, with about 19 different meanings, a versatile one as well. Unfortunately, this popularity means a lot of great alternatives get overlooked.

Try instead:  Cause, create, decide, determine, direct, energize, generate, goad, guide, incite, inspire, motivate, produce, precipitate, propel, push, spur, steer, stimulate (just for starters).

# Execute (verb) : to carry out or put into action

It’s OK to use: If you’re a CIA agent. And beware of the potential for bad puns: “this strategy should be executed before we leverage our core competency into the bankruptcy space.”

Try instead: Carry out, implement, perform, initiate, accomplish.

# Grow (intransitive verb) : to cause to grow; to make greater in size or number

It’s OK to use: On a farm or in a garden. Besides making English majors wince, the phrase “grow your business” is frustratingly vague. Does it mean hire more employees? Increase revenues or marketshare? Get a bigger office? Plant office supplies in the back yard and hope they grow into money?

Try instead: Increase, expand, broaden, enhance, raise (and don't forget to say what is increasing, expanding, etc.).

# Impact (noun, verb) : the striking of one thing against another; to collide with; to have an impact or effect on*

It’s OK to use: When describing a dramatic event with immediate results. Impact is used indiscriminately as a synonym for “affect” and “effect,” when it in fact describes something more dramatic, like two cars colliding.

Try instead: Verbs: affect, impress, influence, transform; nouns: consequence, effect, outcome, result, impression.

# Integrated (adjective) : organized or structured so that different parts work together; combining disparate elements to create a unified whole

It’s OK to use: With a lot of context. Besides overuse, the problem with “integrated” is that it usually describes something that is too complicated to fit comfortably in a single word.

Try instead: Combined, complete, comprehensive, soup-to-nuts, unified.

# Leading (adjective) : that which leads

It’s OK to use: When your team is ahead.

Try instead: Chief, principal, most important, foremost, best-selling, most popular, most famous, largest, most advanced.

# Leverage (verb) : to exert power or influence on; to use for gain, exploit; to use credit to enhance one’s speculative capacity or purchasing power

It’s OK to use: When exerting power, exploiting something, or using credit to buy or invest. Leverage is usually used incorrectly, often in ways that have unintentionally negative meanings.

Try instead: Use (it’s what most people mean by “leverage” anyway), exploit, take advantage of, make use of, put something to work.

# Outside-the-box, out-of-the-box (adjective) : beyond conventional thought or practice; creative and unorthodox in thought or practice*

It’s OK to use: Ironically (“outside-the-box” is now an inside-the-box thing to say).

Try instead: Breakthrough, fresh, original, unexpected, unorthodox.

# Solution (noun) : a particular instance or method of solving; an explanation or answer*

It’s OK to use: In relation to a stated problem; in chemistry class.

Try instead: Products, services, products and services. For bonus points, focus on the result instead of the process: "We help clients retain customers" packs more punch than "we offer customer retention solutions."
 
Help grow this list! Leverage your favorite buzzwords and jargon into the De-Jargonator space. Submit them in the comments section below. 

*Definition courtesy of Dictionary.com