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July 26, 2010

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"It is what it is." And what is that?

"Shift paradigms." Nobody actually knows what this means. (Except Scott Adams.)

"FYI." Is everything else not FYI then?

My personal favorite: masking your own lackluster effort with powerful-sounding synonyms. Especially popular in marketing and branding. Usual suspects include "unique," "engage," "ideate," "signature," "core," "streamline," "synergize," "translate," and, well, you know the rest.

All of which are volleyed back with a melancholy sigh, as you like it.

PS - How do people feel about "Please advise"? I tremble when reading or hearing it. Is this generational? Does elimination of trembling require working for The Man?

Please advise.

"Please advise" is meant to scare you. So are the letters, ASAP. To avoid scaring people, I use the effeminate term, "soonest," as in, "please let me know about the contract soonest."

Better to be thought a linguistic fop than a bully, I reckon.

"I'd like your thoughts" means "I'd like to know just how off the course your thinking is so that I can scare you straight and make sure you're going to fall in line."

"Key" is a meaningless word that is supposed to indicate importance of something, but it really doesn't work. "Our key goals are..." Does that mean all the other goals are not key and, therefore, don't really matter? "The key strategies are..." What strategy is not "key"??

Robert: key insights.

Before my current job, I was seriously tired of "metrics."

Sunset as a passed tense verb, as in "That program has been sunset."

Oh my lord. String me up. Past tense. Sheesh. Apologies.

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