Below are some buzzwords that are often overused in communication with clients, ones which it would be better to replace with simple (and preferably native language) expressions.
• Guru: This term, taken from Hinduism and Buddhism, is often used in marketing, especially to evoke authority and trust in a person. However, the guru is exclusively a spiritual expert, not someone with a popular marketing blog or newsletter.
• Synergy: This word in a company context simply refers to teamwork or collaboration. However, it has become a cliché. A more precise term in plain language is "unity" or "cooperation".
• Digital Transformation: The words "digital" and "transformation" are now vague marketing terms and it is better not to use them in combination. Instead, describe the specific type of innovative technology your business uses.
• Disruptor: In 2020, every startup is a self-called disruptor. But not everyone is really doing something to change the current situation in their field. Instead of calling yourself a disruptor, show customers how you specifically deviate from an established standard.
• Fintech: An abbreviation for "financial technology". Fintech is a vague descriptor of applications and software that accelerates financial management. Instead of calling your solution "fintech," explain the specific benefits and features of the product.
• SaaS: Like fintech, software as a service (SaaS) is a general software descriptor. SaaS has become a simplified term for cloud-based applications. Instead, focus on the value that your product provides to the customer.
• Big Data: Most people still do not know what big data is. Using this term risks alienating customers or clients who may not understand why your solution cannot use traditional data management tools.
Beware even of using abbreviations accidentally. Prefer more precise terms such as "value" or "goals" instead of KPIs, ROIs, and other widely used abbreviations. Your communication will be closer, for example, to people outside the field of business economics and mean more to them.
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