Some of the smartest people I know can be quite obtuse when it comes to language. Not because they use small words to express small ideas. No, rather they use really big, useless words to express small ideas.
“We create a frictionless user onboarding experience.”GAAH! I just want to punch somebody in the neck when I see that. And I see it a lot.
(Update: Sean Molin pointed out that this particular gem was not created by 500px, but rather by Dan Leveille of Quora, who is not affiliated with 500 px.)
In fact, when I Googled the words “frictionless user onboarding process,” there were 112,000 results. In other words, 112,000 people thought this was a perfectly acceptable phrase to use.
As opposed to “Signing up is easy.”
Here are five other words you need to stop saying, because they make you sound like a pretentious snot.
- Leverage. It’s not a verb, it’s a noun. “Leverage” has become the 21st century’s “utilize,” with many of the same results: people hate it. Try an experiment the next time you want to say “leverage”: say “use” instead. “We are going to
leverageuse our customer database for a direct mail campaign.” Did it change the meaning? Of course not. So quit it.
- On a going forward basis. Seriously? The phrase “going forward” wasn’t bad enough? You had to go make it worse by adding three more words to it? Come on, man! The word you want is “later” or “from now on.” As in “we’ll start locking the door from now on.” Now, you’ve taken a two word turd of a phrase and added three more words, to mean exactly the same thing. But with more words.
- Brand. Yeah, yeah, I’m the personal branding guy. So why is this on the list? Because people are using it to mean “company.” They say “brand” instead of “company,” because apparently that’s what all the cool kids say. When did this happen? It used to be that “branding” referred to marketing collateral, logo, corporate colors, that kind of thing. It became, as Kyle Lacy and I mentioned in Branding Yourself “an emotional response people have to a company and logo, or a person and their reputation.” It should not be the company itself. It may be two more syllables, but go back to saying “company.” The other thing makes you sound vapid.
- Learner/Learnings. I was talking with a teacher one time, and she used the phrase “our learners.” “What are learners? I asked. She said “the students.” Then why don’t you call them students? I asked. “Because they’re learning and we’re educating. They’re learners and we’re educators.” Why can’t you call them students and teachers? “Well, it means the same thing.” If it means the same thing, then why can’t you just say the old thing? She didn’t have a good answer to that, and the conversation did not improve from there. Needless to say, I was not the first parent my daughter’s teacher wanted to talk to on Parent-Teacher night. And if I ever hear anyone use the word “learnings,” we are going to have a similar awkward conversation. It’s not “learnings,” it’s “lessons” or “material” or “information.” Learnings is not a noun.
- Frictionless. I already mentioned it, but I hate this word so much, I wanted to repeat it. (Hey, if any of this article hits home, you’re already used to people repeating things needlessly, so this won’t take up too much of your time.) Nothing is frictionless. Nothing, except the black Haggunenon ship from Hitchhiker’s Guide to the Galaxy. And if you didn’t get that, then this joke wasn’t frictionless either. Say “easy,” “simple,” or “not that hard.”
The point of jargon is to make hard words easier to understand and say. But with the exception of substituting the three-syllable “company” with the single syllable “brand,” none of these jargony terms make life easier. If anything, they make it more difficult.
Although they give everyone else something to make fun of you for.
I think we’re supposed to call that “humorate” now.