Buzzword of the year 2012: disruptive

Somewhere in the middle of 2012 I found myself asking ‘Since when did disruptive become a compliment?’ In my youth, being disruptive would be something you were sent to the head teacher for. And not so long ago it might have got you before a magistrate. But now it has become something to aspire to. Continue reading

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Jargon, solutions and how not to sell to businesses

'real-time behavioural targeting and cross-channel lifecycle marketing solution for digital marketers'

Please let me know if you can work out what a ‘real-time behavioural targeting and cross-channel lifecycle marketing solution for digital marketers’ actually is.

It’s a truth universally acknowledged that the business world is a place where crimes against English are committed on a regular basis. It still makes me wonder, though, why people think that being obscure will help them to communicate effectively. Or to sell anything. Continue reading