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December 2009
Sales Idea: Keep It Simple
Don't let corporate-speak kill you. I have a hyperactive gag reflex when I get around corporate-speak. A few years ago, I sat in a meeting during which a senior executive of a very large firm told the attendees that we were all in a new paradigm. I had no idea what he was talking about and I thought maybe he knew something I didn't. So I looked up paradigm in Webster's Dictionary. I was presented with three definitions, ranked, I suppose, by usage. Definition One: an outstandingly clear or typical example or archetype. Definition Two: An example of a conjugation or declension showing a word in all its inflectional forms. Definition Three: A philosophical and theoretical framework of a scientific school or discipline within which theories, laws, and generalizations and the experiments performed in support of them are formulated. I still have no idea what he meant. Nobody did. He didn't get his point across. He failed to accomplish his task. He lost his audience. Corporate-speak killed him.
Corporate-speak confuses me. I've been told to reach out to someone; I've been invited to a pre-meeting before a meeting; I've been informed that we're going to knock down the silos; I've been asked for a list of action items; I've heard it promised to clients that the deliverables would be in their hands in very short time; it's been said to me that if we can convince the client that we are their value add, we'll be able to up sell and that'll be a win/win and lead us to an integrated solution. A fast tracker told me that as he was leaving the diversity awareness meeting. He wanted me to know that so there would be no disconnect. He also informed me that he was the key enabler on a specific project and he was hoping he could leverage my product knowledge. Or perhaps he wanted me to own the problem as part of the metric. Or maybe it was just part of his talk track. Whatever.
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