Unless you’ve been living under a rock, you’ve noticed that the industry is saturated with certain jargon. These ‘buzzwords’ soar to fashionable stardom and contain a certain, undeniable ring that excites hope the way a Pavlovian bell triggers hungry pups to salivate. These words are plastered everywhere: proselytized as a panacea for all, and they’re quick to become the staple of everyone’s brand – though everyone seems to define them differently.
If you’ve been buying into them, fear not. You’re not a dilettante and you’re far from alone. Hope and utopia are powerful platforms to run on, and in this increasingly complex and pressure-filled moment that’s glutted with choice, it’s absolutely understandable to want an easy, shiny answer to your biggest problems.
While not all answers are necessarily easy, getting down to the root of where buzzwords have gone astray can be. Here are a few of the most salient examples of jargon-gone-awry and how to see through the fluff.