Read a pile of technology marketing and you quickly assume that you alone despise many of the words you keep hearing. They’re words like optimize, leverage, synergy, and utilize. People in this industry don’t really talk like that, do they?
Many don’t, at least not in private, and they don’t tweet like that, either. One tweet trail at Gartner BI Summit complained about exactly this kind of word — these miserable words with all the wild flavor bred out of them like factory-farm tomatoes.
On the list of suggested extinction, Jill Dychè listed optimize and fact-based. Scott Davis listed leverage, co-optition, and dot-bomb.… Read the rest “Rejecting stale tech marketing words”