Linguistic Camouflage

Photo by Waldemar Brandt on Unsplash

A friend of mine once mentioned how, in discussions with a client, he came across and had to translate a business writeup for them.

The write up, which I won’t share in full here, included phrases that we see on business websites everywhere:

"…drive synergistic value through patented capabilities, strategies & roadmap approaches…”

“…link business directives to organizational capabilities…”

“…Implement pioneering transformations encompassing people, process, and technology dimensions…”

“…collaboratively implement solutions through pioneering, aligned methodologies that enhance core competencies…”

“…integrate organizational silos to create superior operations, enhance efficient and effective institutional performance and realize tangible, improved financial results…" 

From a communications point of view, these phrases are beautiful and terrifying at the same time.  

Beautiful, because they are so intricately weaved together, thoughtfully constructed using some of the most hallowed language taught at the best business schools around the world. 

But they’re also terrifying because they tell you absolutely nothing of substance.  

Think about it this way - after reading those types of sentences: 

What have you learnt about the company? How they deliver value to clients? How they’re unique?  How they’re changing the game?  

These sentences don’t tell you any of this.

They don’t set any of the firms using this language, apart from the hundred other firms who are saying the exact same thing. It doesn’t make you want to pick up the phone and call them to find out more. (And if you answered that it told you something, we need to talk.)

(Side, but related note: Many years ago, in my consulting days, a colleague once asked me to dinner by asking “What’s your capacity look like for later this evening?”. I should have slapped him to his senses then and there.)

My point here is, it’s easy to get caught up in this type of language.  Big words that say much but mean little.  It’s a natural fall back device – easy to use, requires little effort, superficially satiating.

My advice: don’t.

Keep it real.  Be thoughtful.  Use the right terminology.  Be formal, by all means, if called for.  But don’t be intellectually lazy. 

Avoid linguistic camouflage. Don’t bullshit your audience.