Keep It Simple, Ditch the Corporate Jargon!

Have you ever noticed how many people, especially in the corporate world, use the most complicated words they can find? It’s like they believe that if they use enough buzzwords and jargon, they’ll sound smarter, more important, or even “official.” You’ve probably heard phrases like “synergizing innovative solutions,” “leveraging cross-functional capabilities,” or “optimizing sustainable growth.” But the truth is, using these words doesn’t make anyone sound more intelligent — it just makes everything harder to understand.

So, why do we do it? Why do so many professionals, from consultants to lawyers to marketers, fall into the trap of using complicated language?

The Pseudo-Intellectual Trap

Let’s face it: sometimes, people use big words and jargon to sound more qualified or knowledgeable. But all it does is create a barrier between you and your audience.

Take lawyers. Instead of saying “The law of the place where the incident occurred applies,” they might say “This agreement is governed by lex loci delicti.” Why complicate it with Latin when simpler words work?

Consultants do the same. Instead of saying “We’ll work together to improve results,” they might say “We’ll deploy a cross-functional approach to optimize synergies and drive value.” It doesn’t clarify; it confuses.

Marketers also love buzzwords. “We want to make shopping easier” is clearer than “We aim to create a seamless, omnichannel experience.” Similarly, “Our product helps businesses improve their digital systems” makes more sense than “Our solution provides a next-gen, cutting-edge approach.”

Why Do We All Sound the Same?

So why does this happen? Why do so many industries, from law to consulting to marketing, end up sounding the same with all this jargon? And this is also visible in the way brands communicate their story. Words like innovation, sustainability, and world-class; it’s like there’s a secret corporate dictionary, and everyone’s stuck on the same three pages.

In India, where every sector is booming; tech, e-commerce, renewable energy, you name it; the competition isn’t just about products anymore. It’s about stories. And in the rush to sound “big” and “important,” brands fall into the jargon trap.

Take our startups in India, for example. How many times have you heard phrases like:

• Revolutionizing the way India eats (food delivery apps)
• Transforming the future of work (tech platforms)
• Empowering Bharat (pretty much everyone)

These phrases sound great, but do they tell us anything? Audiences today want to hear more than just taglines — they want authenticity. Audiences are sharp. They can see through vague promises and generic phrases. They don’t want a polished sales pitch; they want a message that feels real.

The real talent lies in breaking down complex ideas into simple, understandable concepts. If you can explain something to a 5-year-old, you’ve truly won. The magic lies in simplicity.

Just KISS: Keep It Simple Silly!

So, how do brands cut through this clutter and say something fresh?

• Be Real Instead of saying we are solving India’s transportation challenges, how about we’ve reduced wait times for over 10 lakh commuters across Tier 2 cities? Numbers and actions speak louder than generic claims.
• Tell a Story?Indians connect deeply with stories. Take Amul, for example. They don’t just claim to be a trusted brand; they’ve become a part of our daily lives with their clever campaigns and relatable moments that resonate across generations.

• Go Regional India isn’t a monolith. What works for a brand in Tamil Nadu might not resonate in Punjab. Regionalizing your communication whether it’s in tone, language, or references shows you truly understand your audience.
• Celebrate Your Roots Brands like FabIndia or Paper Boat don’t shy away from embracing their Indian identity. They don’t just sell products; they sell nostalgia and tradition, wrapped in a modern package.

• Talk Like a Person India’s youth dominates the consumer base, and they want brands that sound like a friend, not corporate robots. Zomato’s meme-worthy push notifications and Swiggy’s relatable social media banter are perfect examples of this.

What Does This Mean for the Rest of Us?

The next time you’re tempted to say your product is game-changing or your service is world-class, ask yourself: Could any other brand say this? If the answer is yes, dig deeper.

India is a land of diversity, stories, and emotions. The brands that truly stand out here are the ones that embrace this richness and speak to their audience with honesty and heart.

In a world full of corporate buzzwords, the brands that stand out are brave enough to sound different. So, whether you’re writing a tagline or a press release, remember this: being real beats being fancy, every single time.