Five Buzzwords That Have Lost Their Meaning

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Meaningful words are powerful. People use powerful words because they are powerful – they explain an important concept, and often do it eloquently. Because they are powerful than can become overused. When that happens, they become “buzzwords” and their power to communicate can be lost.??

How Words Become Buzzwords

In the beginning there are words that are coined or repurposed to describe a complex situation, and the words are helpful. Then other thought leaders, academics, and others who have influence use the words to great effect. Media may amplify the use of these words, which leads to broad usage.? At some point in this amplification though, the new and powerful meaning is lost, and as corporation use it more widely the meaning is lost, and the cliché leaves the word as a shell its initial value. Somewhere between media amplification and cliché the word becomes a buzzword.?

The Five Words

Here are five of those words – words that can have great value, but now often lead to the rolling of the eyes. I don’t need to tell you why they have become buzzwords, but I can help bring these words back to their basic meaning. Read on with an open mind, and you will see why these words were and can become powerful again.

• Synergy. Isn’t a new word (the first known use is 1632). Dictionary.com defines it?as the interaction of elements that when combined produce a total effect that is greater than the sum of the individual elements, contributions, etc. Stated simple math it is 1+1=3. It is easy to see that if we can create synergy, good things can happen for a team or organization.??
• Alignment. Dictionary.com gives us six definitions of this word, and it is the 4th that is most commonly used in the workplace:? a state of agreement or cooperation among persons, groups, nations, etc., with a common cause or viewpoint.? While this can be useful state, when we over-focus on alignment, we can deny or dissuade dissent and end up with groupthink.
• Leverage. Leverage is both a noun and a verb – and it is overused in both ways. The earliest meanings related to gaining power through the mechanical use of a lever but have expanded to include influence and financial meanings. Make sure when using it creates a positive impact for all involved.
• Collaboration. Perhaps the simplest of the words on this list, Dictionary.com defines it as the act or process of working together or cooperating, or the product resulting of the same. We do this all the time, but are we doing it in ways that give us the value we really desire?
• Culture. Dictionary.com gives us 12 definitions of the noun and two definitions of the verb. Given that, it is no wonder we might get confused. Of all these buzzwords this one is probably the newest addition to the buzzword list. Here is my simple organizational definition: the way we do things around here.

What to Do with These Words

When you step back and look at the meanings of these five words, they are powerful and can be helpful in communicating a message. But when they have become overuse buzzwords, the cynicism in our minds muted the power of the message. Here are three suggestions to help you use these words to communicate effectively – and overcome the problems.

• Use them less.? Less, in this case, is more. Frequency reduces the positive impact these words can have.
• Choose synonyms. Don’t always use them but use synonyms instead. Collaboration is working together. Alignment can be lining up. You get the idea. Using different words keeps us from overusing words and gives us deeper and richer communication.
• Define them again. Do what I just did. Remind people what the word really means, and you can help people remember and see the value in the point you are trying to make. Sometimes sharing the history and original meaning of the word can be helpful too.

Buzzwords exist and are a part of life. How we use them (or not) as a leader and communicator is entirely up to us. Choose how you use them wisely and your communication success will improve.

[A version of this article first appeared in our blog.

What Do You Think?

Share your thoughts in the comments – what buzzword would you add to this list, and why?

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Responding to “We’ve Always Done it That Way”