Every profession has jargon that is used as shorthand, and that’s great. Using jargon is necessary so a carpenter doesn’t have to say “that big metal doo-hickey” and so scientists don’t have to use long, boring explanations to explain what a uberthermodynamic enthropic reaction is (disclaimer: I don’t think that is real). These words and phrases are around to make their lives easier and less confusing. Buzzwords in business, however, seem to be around solely to make everyone a little more confused. I think they’re around so that you can convey meaning where none actually exists and so you can sound more important than you actually are. It’s the same reason some writers use the term “antediluvian” just to say “before the flood” or “really old.”
I’m not very fond of buzzwords. For the reasons I previously listed, they’re made fun of by a lot of people (present company included). This scene from 30 Rock is a great parody of using buzzwords. I went to B-School (Go Badgers) so I have a pretty good idea of what they actually mean (most of the time). I’ve seen more acronyms than I could ever remember, have heard of more “blue oceans”, and have explained the “hedgehog concept” (all it means is “do what you’re good at.” HOW IS “HEDGEHOG CONCEPT” EASIER?). Naturally, I’m a little jaded.
Here’s a layman’s dictionary of buzzwords you’ll hear in business, PR, and marketing from someone who is a little cynical about them. If this blog was a tabloid, I’d call this post “The Definitions THEY Don’t Want You to Know!!!” Check it out after the jump, and leave some more of your favorites in the comments.