Anyone who know me, knows that I'm a big fan of jargon. But like any powerful tool, it can be used for both good or for evil. In each facet of my life, I've adopted jargon that helps me communicate better, or face it, is just sort of fun.

The other day I found myself accidentally coining the term, "Jargon Grenade." It was in reference to, "the substitution of jargon for insight or strategy."

I was trying to capture the tragic consequences when someone trips across a shiny new piece of jargon... and then proceeds to toss it into conversation, or worse, launch project around it, without really understanding what it means or backing it up with any real thinking.

Jargon grenades are seductive. In business, it's so easy to find a hot new concept that 's fresh and sexy, and simply toss it at a problem. Like pulling the pin on a grenade, throwing it over a wall and sticking your fingers your ears hoping for the best... hence jargon grenade.

What's harder is taking some hot new chunk of corporate jargon and thinking hard about how it really applies to your customers, your brand, and your business.

Ask yourself, "Sure ____________ is cool. But is it our kind of cool?"

Labels: Brand, Business, Critical Thinking, Marketing and Advertising