Content-Free Pestilence – Buzzword Plague
Symptoms: Constant use of meaningless buzzwords and phrases. Lack of substance.
Examples: “Our powerful software is flexible, intuitive, easy-to-use and integrates seamlessly with your other tools. Robust and scalable, your organization can enjoy the benefits of our best-of-breed world-class offering.”
[Customer] “Bingo! I win – I’ve got five buzzwords in a row…!”
Cure: Rapid, repeated applications of Buzzword-Be-Gone®. Replace with substantive, fact-rich statements that communicate the desired concept, with metrics. In extreme cases, buzzword exorcism may be necessary (contact your local behavioral presentation skills witchdoctor).
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