Buzzwords and Jargon Don’t Need to be the Enemy of Connection

Pam Harper (00:00): It's common wisdom that buzzwords and jargon are the enemy of connection.

Scott Harper (00:06): Is that really true?

Pam Harper (00:07): Well, not necessarily. Join us for our quick take on this issue — Episode 218 of Growth Igniters® Radio with Pam Harper and Scott Harper.

Chris Curran (00:24): This episode is brought to you by Business Advancement, Incorporated — enabling successful leaders and companies to accelerate to their next level of success. On the web at businessadvance.com. And now, here's Pam and Scott.

Pam Harper (00:40): Thanks Chris. And welcome everyone. I'm Pam Harper, founding partner and CEO of Business Advancement Incorporated, and sitting right across from me as always is my business partner and husband, Scott Harper.

Scott Harper (00:52): Hi everybody. It's great to have you with us. And as always, our purpose here is to spark new insights, inspiration, and immediately useful ideas that can help visionary leaders accelerate themselves — along with their companies — to their next level of game-changing innovation, transformation, and growth.

Now, as many CEOs tell us, one of the biggest challenges of leadership is engaging with different individuals and groups in ways that foster connection. For instance, some people may be excited by the phrase “game changing growth,” but others may see it as jargon and get turned off.

Pam Harper (01:29): But by the same token, everyone has their own buzzwords and jargon. In fact, just the other day on Monday, August 22nd, 2022, there was an opinion piece in the wall street journal by Andy Kessler, called guess my job. Here's how he talks about a cocktail party game, where he goes around and listens to people talking and he guesses what occupation they have by the words they're using to describe what they do. It's funny. But his point is that there's all kinds of jargon and buzzwords that people in every occupation use. So if we're naturally drawn to communicating like this, how can we do it in a way where we're mutually connecting instead of distancing? That's what we're talking about in this quick take.

Scott Harper (02:19): So, let's dig a little deeper on this. What's one reason that jargon is so widespread?

Pam Harper (02:25): Well, the first reason is habit. Just as certain substances can be addictive, we become addicted to words like “maximize” and “proactive,” and phrases like “user experience” because this language constantly bombards us in our companies and in our industries.

Scott Harper (02:47): So we hear it and we hear it and we hear it and we start repeating it. All right.

Pam Harper (02:50): Yes. In fact, some words that used to be jargon can become so common that they become part of the regular English language. For instance, “blog” is now an actual Scrabble word.

Scott Harper (03:03): That’s right. So, what's another reason that jargon is so common, even though people vilify it?

Pam Harper (03:10): We do it to draw boundaries between us and them.

Scott Harper (03:15): I can understand that. For instance, when I was leading innovation in my corporate career, we would often talk about “design thinking”. Now, many of you listening may know what that means, but some of you don't. It's a process for figuring out what people really need and coming up with means of satisfying that need. But, you know, if you try to say “design thinking” to people who don't understand it, their eyeballs can start rolling. It can really be alienating

Pam Harper (03:47): But in the right context, it can provide a sense of joint understanding and belonging.

Scott Harper (03:53): Sure. It's a shorthand. Now there's one more reason that people use jargon and buzzwords, right?

Pam Harper (04:00): That's getting to the point. For instance, if we had to speak plainly about the buzzword “freemiums,” it would take up a lot of space. The Cambridge dictionary defines freemium as “a way of charging for a product or service in which the basic product or service is free, but the customer pays for extra features.” That's 25 words. Can you imagine saying that every time that you were trying to get that idea across?

Scott Harper (04:32): No; no, I can't. You know, used with the right people in the right way, “Freemium” makes perfect sense. It saves a lot of time.

Pam Harper (04:40): If we can accept that there are good reasons for why we use these words. We can see that they're a valid language of their own.

Scott Harper (04:48): So rather than vilifying these buzz words, maybe it's time to think about how we can better use them and apply them so that they can unite rather than alienate others. So let's talk about some immediately useful ideas for doing that. What's the first good idea?

Pam Harper (05:06): Make sure that people who need to know these words and the phrases understand them and what they mean -- their intent -- and that there's a consistent definition.

Pam Harper (05:19): So, for instance, in one company I was working with, everybody was running around, talking about “ASAP.” It was, “ASAP this,” and “ASAP that,” and I finally said, what do you mean by ASAP? And, you know, everybody had a different definition. You can guess. One was as soon as possible — what did that mean? Well, you got around to it as soon as possible. Drop everything, do it right now. Or as soon as possible—yesterday, if possible. And so on.

Scott Harper (05:57): So, the point is, that if you're going to use jargon, there has to be a universal understanding. Otherwise you've got all kinds of chaos going on.

Pam Harper (06:07): So what we're getting at is that we have to understand each other. It can save a lot of time, reduce misunderstandings, minimize missed goals and maximize productivity.

Scott Harper (06:19): Good. What's the second useful idea?

Pam Harper (06:22): Use buzzwords and jargon in context to make a point in a way that no other words can do. Why do we say, for instance, “accelerating momentum for innovation, transformation, and game-changing growth.” Our very own phrase.

Scott Harper (06:39): Well it's because we're using this language in the context of the rapidly changing world where you can't wait, you have to move, and it requires not just change, but true transformation to keep adding new value in the world. Okay, what's the third useful idea?

Pam Harper (06:59): Limit their use so they don't become overwhelming. Because if you're using a constant stream of jargon or buzzwords, it's really hard to digest them. But if we use specialty words sparingly, the meaning and the intent can get through.

Scott Harper (07:15): That makes a lot of sense. Any final thoughts on this topic?

Pam Harper (07:20): While jargon and buzzwords can be the enemy of connection, this doesn't have to necessarily be the case. They can be valuable if they're used in a way where there's mutual respect and understanding about the context, meaning and intent behind the words.

Scott Harper (07:38): Thanks, Pam. And thanks to you out there for listening to Growth Igniters Radio with Pam Harper and Scott Harper. If you're enjoying listening to this podcast, spread the good word. Open Growth Igniters Radio on whatever podcast app you use, and write review. And to contact us or get show notes and resource links for this week's episode, go to Growth Igniters Radio.com, and select episode 218

Pam Harper (08:02): Until next time, this is Pam Harper…

Scott Harper (08:04): And Scott Harper….

Pam Harper (08:05): …Wishing you continued success, and leaving you with this question to discuss with your team:

What can we do, starting today, to ensure that we mindfully use the language of buzzwords and jargon with the intention of connection?

Chris Curran (08:37): Growth, Igniters and Growth Igniters Radio with Pam Harper and Scott Harper are registered service marks of Business Advancement Incorporated. All Growth Igniters Radio episodes are copyrighted productions of Business Advancement Incorporated intended for the private use of our audience, except as otherwise provided by copyright law. All other uses, including copying, editing, redistribution and publication. Without prior written consent of Business Advancement Incorporated are prohibited all rights reserved.