Adrian Savage track-backed to my last post on Processes to People. He remarks in his commentary... No warm-blooded, caring, thinking human being uses words like these. They're only fit for cold, alien creatures like PR hacks, shifty lawyers and management consultants. Wow. Thanks, Adrian. You're right, I'm a cold-hearted, uncaring, thoughtless woman. Oh, and let's not forget shifty, cold and alien. Thanks so much for bringing that to my attention. Since I clearly don't know what I'm talking about, perhaps Adrian can enlighten us all with a good substitute for the word 'customer.' I can't wait for this new unused word to filter its way into business schools, business books, business magazines, executive team meetings and all business blogs everywhere. I suppose I"m being a bit catty. But just as I clearly hit one of Adrian's hot buttons, he hit one of mine: don't criticize unless you've got something better to offer. And a laundry list of "chefs, readers, fishermen" etc. is not an option. Now, in Adrian's defense, I believe he's onto something. But the problem is not the buzzwords themselves... it is the intent behind the words. If a business person is using "customer" as a substitute for "the great unwashed masses who pay our salaries"... then yes, Adrian has a point. But words are simply words. If we substitute "customer" for "Our Great Patrons" but the intent behind the phrase is still the same, then we haven't solved anything. The issue is not the words we use; it's the top-down, centralized management mentality that presumes that the business knows everything and the 'customer' knows nothing. And this is why many businesses are having a tough time adapting to the social technology & grassroots revolution. So what's the verdict, dear reader? I think perhaps some lively discussion can be had on this topic. Jennifer Rice is the founder of What's Your Brand Mantra? blog which offers musings on branding, marketing and the ecology of business.
In Defense of Buzzwords
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