Are you tired of "the new normal," "social media," and trying to "monetize" everything? Welcome to the club. The business world is always a bastion of buzzwords. Advertising Age's "Book of Tens" feature recently put together a list of the worst business buzzwords of 2010, "Jargoniest Jargon We've Heard All Year." "Tweet" and "2.0" didn't make the list, but there are plenty of other favorites. Here's a sample:
THE NEW NORMAL A catchall for the dismal post-Great Recessionary world. Let's face it, this feels normal to almost no one and good to even fewer people. In marketing, where rules and conditions of social media, mobile and other digital marketing evolve constantly, it's particularly meaningless. Or, maybe that's the ... new ... normal -- aieee!!! SUSTAINABILITY A good concept gone bad by mis- and overuse. It's come to be a squishy, feel-good catchall for doing the right thing. Used properly, it describes practices through which the global economy can grow without creating a fatal drain on resources. It's not synonymous with "green." Is organic agriculture sustainable, for example, if more of the world would starve through its universal application? AT THE END OF THE DAY This pernicious weed of language takes six words to say what "ultimately," or perhaps better still, nothing at all, could convey better.Thanks to blog reader Mark Sofman for the link, and the suggestion.