Posted by: LYF | November 26, 2008

Synergies, cross-functional teams, leveraging and other vague words that don’t mean anything in the real world

I can’t speak for everyone, but when I was in university I could get away with writing fluff.  Everyone knows what fluff is.  It’s the stuff people write that’s vague, unarguably positive or pseudo-intellectual. For instance,

the holy grail of integrated digital marketing is to frame a vision of a fully realized multi-dimensional interactive relationship between a brand and its customer base and then implement that vision using the latest and greatest tools we can find to achieve predictable business results.”

At most I assume it to mean, “connect with customers in new and unique ways and use useful technology to do it.”  So?  Does that sentence really tell you anything?  It’s a bunch of buzz words strung together to give the semblance of coherent thought.  This does not cut it in the real world.  If you can’t explain to someone in plain English why your idea is good, than it’s probably not a good idea.  If you can’t clearly explain the benefits of your strategy, then it probably doesn’t have any.


  1. My response to that website was… HA HA HA HA HA HA HA HA HA HA HA HA.

    I immediately sent it to one of my friends who delights in tearing apart asshats who believe web 3.0 means something.

  2. Haha nice. His article looks like a mish-mash of wired magazine and my second year h/r textbook.

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