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Buzzword-Glossary

The main thing is that it sounds good. We all have our favourite words as communication pros: phrases made to express great concepts and, most of all, impress others. Communication Works is translating some of the most popular buzzwords.

 



The main thing is that it sounds good. We all have our favourite words as communication pros: phrases made to express great concepts and, most of all, impress others. Communication Works is translating some of the most popular buzzwords.

 

agility“ – in fact a thing for dogs to jump over hurdles. Meant to describe flexibility and adaptivity of an organisation in the face of change. Does not work when process oriented functions like HR organise workshops around it. Needs autonomous thinking rather than trained dogs.

 

big data“ – the golden calf of the digital age. Facebook likes and online purchases become psychological profiles to allow tailor-made messaging and manipulating of customers and voters. Allows so far primarily to boost marketing units. Has about the same quality in predicting the future as a cristal ball. The opposite of listening.

 

dialogue“ – first of all a perfect opportunity to advise others. Suggesting a „constructive dialogue“ usually means that critical citizens, unionists or NGOs should listen to our convincing arguments. In reality often identical to (see also) monologue.

 

disruption“ – formerly known as change. Is, like Christmas, fond of coming as a surprise and challenges old (business) models. Should therefore be banned, according to old economy enterprises. Start-ups have a different view. Described by Nobel Prize laureate Bob Dylan like this: „The times, they are a changin‘.“