Digital Tumbleweed

I'm ideating a method proposition to add enterprise grade value which will synergize your verticals. *cringe* Hold on a second...I need to go wash off the dirty. In all of what I typed above, I didn't actually tell you _anything_. But, what you expect now is some thing that should make your things work well together. Why don't we just say that? Because people expect exact answers and the above sounds more like an exact answer! Keep in mind that most places wont do anything nearly as drastic as what I posted above. Where To Begin? Buzz words suck. Often times these words start as a way to differentiate products and/or services. While grande, buzz words tend to lose their meaning when _everything_ and/or _everyone_ uses them. When people adopt them on a large scale you're not actually saying anything. Most people can get the gist of what you're attempt to say because most people have a brain that works reasonably well, at the very least better than this weasel. However, you lose credibility when you start throwing those kinds of words around. I've been, for a while now, trying to figure out why they are so popular. I'm not sure where it started. The main reasons for using them, that I can think of, are differentiation and filler. Differentiation The attempt to be different. This works out reasonably well when you're the first person/company to say that you are an "enterprise" solution. But, when every competitor uses the term, SURPRISE, you're no longer different. Or are you? What about the feature you can create a pony out of thin air? I'd say that likely differentiates you, wouldn't you? Stick to the features and to your capabilities. Those should be what differentiates you. Filler If you find yourself with a lack of descriptors then use the ones you can think of. When you "innovate" in the market, what are you really doing? People thirst for information so give it to them. You don't need to ramble on, but providing some detail is a great teaser. The movie industry uses teasers to pique your interest. You should do the same. Additionally, using buzz words doesn't make you sound any more intelligent. In fact, it often does the opposite because you aren't providing substance. More Proof If you need more proof that buzz words are everywhere and how irritating they can be. Sit at your next "all hands" type of meeting. Listen to the specific words being used. You'll notice that a lot of these phrases aren't really telling you much. It's almost like eating at McDonald's, you might get something that resembles a message, but really all your getting is an ill feeling in your stomach. Try playing games like buzz word bingo. Another that I've played is to come up with a list of words and assign points to those words. Each person picks a word they think will provide the most points. Give each person a word to tally and then collect the tallies at the end. Multiply the tallies for the word by it's value and those are the total points. Once you have the totals you send them out. The prizes are your choice, I tend to prefer a free lunch, but it at least makes the 1-2 hour snore fest more exciting. The point is that you'll find out just how many buzz words and phrases are used to try and pitch you information and direction. Where To Go From Here Well, I'm certain I've used buzz words in the past. With so many floating around, it's bound to happen. Fret not, you can stop using them and gain back your credibility. Make a conscious effort to stop using them and give the terms meaning again. Also, you'll be generating more intelligent conversation. This, to me, seems like a positive. Suggestions You may be able to get a clearer picture of exactly what I'm talking about with some examples. So, here are some off the top of my head.

• Enterprise - We can handle a lot of [users|documents|<insert noun>]. When you say this you'll need some statistics. So have them ready.
• Web 2.0 - Our web application is primarily built using Javascript, AJAX, and some aesthetically please designs. We are also standards compliant.
• Synergy - Our product works well with <insert other technology>. Or, this will allow <X> to work well with <Y>.
• Best of breed - We've used <X> technology. This gives us the ability to do <Y>.
• Leaders in - Hmm... No you aren't. Just accept it now and get over this phrase. KTHXBI.

Authenticity One thing I touched on above was authenticity. When you stop using gibberish in your messages you gain credibility. People start to listen to your messages because they are gaining something from it. If you are interested in some ways to approach this take a look at Personality Not Included. I read this some time ago and really liked much of what Rohit had to say. Go Forth Go now and conquer! Take out those editors, rewrite those presentations, press releases and websites. Get the word out that you wont put up with buzz words anymore. And, if someone tries to push you into it, you can always threaten them.