How to Make Your Own Marketing Phrases

Ever wonder how Big Business comes up with its marketing campaign names that are just bursting with buzzwords?  You know, the ones that they put at the end of TV commercials and in magazine advertisements that represent the latest corporate trends?  Ever wonder what the heck these phrases mean?

On the surface, these marketing phrases filled with strong action words and many-a-syllable seem very impressive.  However, when you step back and actually think about what these phrases mean, you don’t have a clue.  Well, I’ll let you in on a little inside secret:  it is widely theorized by researchers that these complex phrases mean absolutely nothing.  Top field researchers hypothesize that it’s something Corporate America does to sound intelligent, intimidate customers and competitors alike, and increase bottom line.  It is entirely within the realm of possibility that these phrases could possibly have a point, but Corporate America:  I’m on to you.

So now you might be wondering, “How does Big Business come up with these phrases?”  Well, there are a few widely accepted theories that I’ll share with the general public:

Method #1:

The first step is to get the dictionary of your choice.  Then, join a bunch of suit-clad colleagues in a big, overly air-conditioned grey conference room with lots of refreshments and big cushy leather executive-type chairs.  Then, simply go through the dictionary, point at random words, and string them together into a phrase.

Using this technique, and my trusty Scrabble dictionary, here’s what I came up with:

Randomly Chosen Words:  stable, fixture, organic, verbiage, grasp, linear, piddle, audit

Example Phrases:  Linear Verbiage, Organic Audit, Stable Fixture, Grasping Piddle

See, sounds like your company’s marketing campaign, right?  Maybe soon you’ll be working on advertising for the Organic Audit campaign.

Method #2:

This is a very popular method used by businesses everywhere, and has been widely used ever since the dawn of BS (note that the dawn of BS likely coincided with the birth of Big Business).   Companies often make use of this method on their corporate websites in really big letters on their home page. 

This method helps you make a simple, two-word marketing phrase that is lacking in any semblance of sense.  Just what corporate wants to see.  To make the first word of the phrase, take the comparative or superlative form of  an adjective.  For the second, pick your favorite corporate noun.

Examples:  Best Data, Newest Pipeline, Bigger Efficiencies, Cleaner Agenda

Hey, don’t be surprised if you see on some business site that Generic Company is about to announce its Cleaner Agenda marketing plan.

Method #3:

With this simple, surefire method, you can create a three-word phrase chock full of BS.  For the first word:  pick a coporatey-sounding noun.  The second word:  pick your favorite preposition.  The third word:  pick a businessy verb or noun.

Examples:  Innovation with Initiative,  Power in Action, Dynamics to Drive, Force through Assisting, Enterprise on Search

I could totally see Big Company X launching the Power in Action marketing campaign.

Corporate Word of the Week:

Thanks to one of my colleagues for sending this one over! 🙂

Quippocrite (n.) – This is a newly coined word used to refer to someone who sends an e-mail that is entirely contradictory to the inspirational quote that follows his or her signature.  A synonym for this is insigcere.

Example – You get an e-mail from Ms. Bosswoman where she’s going off on a rant about something inconsequential, and is essentially belittling people.  However, at the bottom of her e-mail, after her signature, you notice an inspirational quote that says something to the effect of “Kindness and respect are the foundations of a good business.”  This person would be a prime example of a quippocrite.

Why am I doing your job?

Ever find yourself doing tasks that you’re pretty sure are not in your job description?  Ever feel like you’re doing someone else’s job for him or her?  Is there some annoying boss, leader or colleague at your company who keeps trying to pawn off work on you?  Does it seem like some people are doing any work at all, because they’re too busy dumping?

Yeah,  it’s all part of the life experience that is your job.  While this type of thing shouldn’t be happening at all, it seems like it occurs at almost every office.  There’s always that one person who likes to dump work on others, and then take the credit for it.  Sometimes, they’re so sneaky about it, you don’t even know when it’s happening.  In situations such as this, refer to this handy guide to get you out of what could be a day devoted to doing some monster project for your team leader while he puts his feet up on his desk and watches videos on YouTube all day.

Are you really busy right now?

This question begins the downward spiral.  Your colleague from down the hall pops her head in and asks what you’re up to.  Never say, “Not much,” or “Nothing” or “I’m not too busy at the moment.”  NEVER.  You’re always busy and don’t think you’ll have a free moment all week.  Even when you’re really not.  The second you indicate that you have even a second ‘s break in your workday, the Pawner will latch on and suck out all of your free time.  You’ll notice that the instant you say “Naw, not too much is happening right now,” the Pawner’s eyes will light up with a sort of twisted glee.  Visions of going on Facebook and long lunches go through their heads, as they prepare to dump piles and piles of work on you…

Could you do me a favor?

A classic move.  The Pawner will seemingly innocently pop her head through your office door and say, “Boy, I’m so swamped today.  Could you help me with something?”  Don’t be a martyr and say, “Sure,” or “What is it?”  You simply can’t let yourself get sucked into this vortex of utter annoyance.  Your response should be, “Oh, I know!  Mr. Bossdude is really loading it on this week!  I’m totally busy too, with my own workload!  My apologies that I can’t help out.”  Even if the only thing you have to do until lunch time is send one e-mail and twiddle your thumbs, you’re busy, got it?  About 99 percent of the time, the Pawner is crying wolf, and actually isn’t maxed out with work…so you have no reason to feel lazy or bad.  Now, the Pawner might also throw in, “If you help me out with this, I’ll definitely have to repay you when you’re bogged down.”  Note:  This will never happen.  Every time you go to the Pawner with the favor, she will say, “Oh, I’m really busy and can’t help today – maybe tomorrow.”

But you’re so good at this!

This is another common excuse used by the Pawner.  When the Pawner strikes with this tactic, he will use some form of flattery, such as “You’re really good at PowerPoint,” or “You’re so much better at this than I am,” to butter you up.  You’re thinking, “Wow, I’m glad people notice what I’m doing around here to contribute.”  But the Pawner is thinking, “Yay, someone to do my work!”  So, your response to this tactic should be, “But I think you’re really talented with this, too,” or “Well, this experience will really help you to gain proficiency.”  And just keep insisting on those points.  Ha, stumps ’em.

I think that’s part of your job, right?

Sometimes, the Pawner likes to play dumb.  The Pawner knows that the huge budget spreadsheet is not part of your job, but pretends not to know that.  If you ever hear someone utter this phrase in regard to offloading work, know that you’re dealing with a Pawner.  When someone says this to you, you simply respond, “No it’s not in my job description.”  Or, “I’m pretty sure that’s part of what you do – maybe you should check with the manager to be sure.”  The second you involve a higher authority in your retort, the Pawner will retreat back to his office in defeat.

The bosses really like to see this sort of thing!

So sometimes, the Pawner mosey on over to your cubicle with grunt work artfully disguised as an “opportunity.”  Always be wary of this wolf in sheep’s clothing.  The Pawner will say, “I have a really high-visibility project for you.  This will really make you look good to the boss!”  So your first thought should be, “If this project is so great and will impress the boss so much, why aren’t you doing it?”  Good question.  Sometimes people are actually nice and give you opportunities, but not a Pawner-type.  If the Pawner drops on by and says this to you, just reply, “Oh, well, you really deserve this opportunity, you’re such an asset to the company.”  Ha, in your face, Pawner.

Ending note:  Be ever vigilant and work defensively – you never know when a Pawner attack will occur!

Corporate Phrase of the Week:

“I feel like I’m giving birth to a new team” – I heard this on some organizational announcement call.  The new manager was just announced as handling both marketing and communications people, thus forming a new team.  Okay, fine.  But then, the new manager said, “I feel like I’m giving birth to a new team.”  Uhhh gross.  That’s really not the kind of visual you want on a conference call – you know, your manager in labor and all.  Especially if it’s a guy… 😛

My Status on Status Reporting

So amidst all of the tasks that I complete over the course of a workweek in Corporate America, I have to say that there is one thing that can at times be the bane of my existence:  status reporting.  Status reports can come in a variety of forms, and can sometimes be so well-disguised, that you aren’t even conscious of the fact that you’re reporting the status of anything.  They are often next to pointless, and are only thrust upon you so that you can report numbers to your boss who will then, in turn, show them to her boss, and so on and so forth.  Corporate researchers are still unable to find an actual purpose to this baffling practice.

Some types of status reports I’ve encountered in my work experience:

The Status Report Spreadsheet (SRS):

This is one of the more traditional forms of status reporting.  Mr. Bossguy tells you that he wants to see some numbers, letting him know how many new clients your team secured over the past month, versus last month, measured up to the yearly targets set by corporate.  Okay, so it makes sense that this info is good to know.  But the thing is, what should be a matter of plugging in some basic numbers turns into having the absolute exact number with no margin of error, put into this official impractical template designed by some dude in corporate who has never actually used the spreadsheet.  Typically, when you fill out this spreadsheet with your status numbers and send to the boss, he will not even focus on the numbers, but will complain that you used the wrong font size and color.  This, in essence, wastes the time that you could be using to actually do the thing that your boss wants you to report that status of.  This is, universally, regarded as one of the big OMG’s – Office Mysteries that are Great.

The Status Report Conference Call (SRCC):

After you fill out the SRS, you will likely be asked to present these numbers on a Status Report Conference Call (SRCC).  This call will likely last 1-2 hours, and will typically end with a bunch of angry executives complaining about how the yearly targets won’t be met, or how they aren’t “aggressive enough.”  Also, there will be that one nitpicker who complains that your template doesn’t exactly match the almighty corporate reporting guidelines.  After the SRCC, you will be left with more work to do on the status report, which will most likely keep you busy up until the interval when the next status report is due.  At that time, you will have nothing to report since you just spent all of your time reporting the status, rather than having an actual status to report.  Quite the paradox.

The Status of Status (SOS):

This is, perhaps, the most annoying type of status:  the infamous Status of Status, aptly known as the SOS.  Before you submit the status spreadsheet to the boss – the status spreadsheet that you’ve been tweaking and retweaking for about the past 2 weeks – your colleague decides that it would be a good idea to hold a call about the spreadsheet to discuss the numbers that you’re planning to plug in.  This is the dreaded SOS.  Just a thought – if status reporting is so complicated that you need another call to discuss the status of your status reporting, then this just might be a bit counterproductive.  The best is when another colleague wants to talk to you in advance of your call with the other colleague to discuss the report for the boss – this is the status of the status of the status, which is simply known as “stupidity.”

Corporate Word of the Week:

“Hold their feet to the fire” – I think I threw up a little when I heard this phrase uttered by Ms. Loudwoman across the hall.  She was talking to her boss about her colleagues who still needed to submit their work on a project, and said that, “I really need to hold their feet to the fire on this, and get those product launch slides from them.”  Ummm what?  What’s wrong with just saying some other less annoying cliche, like “they need to own up?”  Also, this sounds a bit twisted – like an ancient pagan ritual or something.  Corporations today – where do they get this stuff?

The Corporate Word Translator

You’ve learned how to make your own Corporate Words, now, learn how to translate Corporate Speak to plain English!  Ever find yourself in meetings where practically every word that your bosses and coworkers utter is pure fluff?  Ever find youself staring at PowerPoint presentations, trying to make sense of all of the unnecessary flow charts and gibberish?  Well then, read on so you can finally crack the corporate code and know exactly what your colleagues are saying!  After reading this, you’ll be able to wow upper management with your awe-inspiring grasp of job jargon.

A list of common work words & phrases:

Actionable Insight – This seems to pop up a lot in corporate data sheets and white papers.  I guess it means, um, insight into your business?  Something like that?  Or maybe it doesn’t mean anything at all…hmm…

Business Benefits / Business Challenges – When marketing to other companies, corporations tend to specify types of challenges and benefits by using the modifier “business,” for some reason.  This just simply means “challenges” and “benefits.”  It really doesn’t make sense to include the word “business” in these phrases – I think customers realize that they are businesses without others telling them so.  Just a thought.

Core Competencies – This basically means “skills.”  Yup, just skills.

Driving a Cadence – You thought cadences just appeared in music, but not anymore!  Your manager might use this phrase when he or she actually means, “creating a schedule.”  Along those same lines, I’ve noticed that people are adapting non-work-related words to the workplace more and more.  For example, I’ve also heard of the “corporate ecosystem,” and the “pipeline of events,” and “starbursts of key priorities.”  Eww.

*Dynamic – This word once meant “pertaining to or characterized by energy or effective action,” according to dictionary.com.  Now, however, it’s pretty much lost all meaning.  I’ve seen this word in so many presentations, and heard it on so many conference calls, that this word has been reduced to mere corporate filler.  If you see or hear this word, just pretend that it’s not there:  the odds are, it really offers nothing to the sentence or phrase, and it’s just there because your coworker wants to sound, how shall we say, “dynamic.”

*Here are some other work words that also appear as filler:  innovative, robust, key, core, driving, spearheading, strategic, programmatic, informational

Key Plays – So you just got an e-mail, and attached is a PowerPoint presentation with the new boss’ “key plays.”  Now, what the heck does that mean?  Well, key plays, put very simply, means “goals.”  Saying “key plays” just makes the goals sound more lofty and well-developed.

Strategic Initiatives – This just translates to “strategies.”  Remember how in middle school, you learned to be concise with your writing and speaking?  Well, just bear in mind that when writing or speaking at work, this principle goes out the door.  At work, the more unnecessary words, the better.

Synergy – This word is soooo 1990’s Corporate America, but it still pops up in conversation at least biweekly.  People should really just say, “cooperation.”  Or, “working together.”  Or anything else.  Seriously.

Some tips for speaking / writing for the workplace:

Always make an acronym for something.  Even when it really isn’t applicable.  For example, a phrase such as “have a meeting after lunch” can be made into HML.  “Presenting in a meeting” can be PM.  You get the picture.

Use a lot of unnecessary adjectives.  The filler words mentioned earlier are great for this purpose.

Give really simple things complicated names in order to sound smarter.  “Actionable insight” is a prime example of this practice.  For instance, you can call “learning,” “key intelligence enhancement initiatives.”  “Making a spreadsheet” can be “compiling a centralized, aligned source of table-formatted information for ease of viewing.” 

Corporate Word of the week:

Auditability (n.) – In the spirit of tax season, I’ve decided to feature this word.  This is not actually a word – what this means is “something that can be audited,” or, “something that is likely to be audited.”  Like taxes.  Yay.

Example – The company’s tax returns were not done correctly, and have much auditability.

How to Make Your Own “Corporate Words”

Thanks to my fiance for this idea! 😉

Sometimes (okay, most of the time), when we’re at the office, it’s like we have to speak a different language as to efficiently communicate with bosses and colleagues.  If you’ve ever worked in an office or cubicle in the corporate environment, you know what I’m talking about, and are probably nodding your head and chuckling right about now.  It’s almost like, the second you put on your button down shirt and khakis in the morning, or the instant you slip on those pointy-toed high heels that make that satisfying, important-sounding click-click sound as you walk, you find yourself in an entirely different frame of mind.

At home, or with your friends, you might say, “That sounds great,” or, “What are we doing for lunch?”  But at work, the translation of these common phrases would be, “Why, that appears to be optimal,” or, “What is the official game plan for the designated lunch hour?”

However, sometimes, it seems as if work people get tired of using “dynamic,” “optimal,” “strategy,” “innovative,” “key plays” and “core efficiencies” ad nauseum in every meeting and conference call.  So people start getting creative.  That’s when you start to hear the ever-so-nonexistent words that I feature in my “Corporate Word of the Week” spot.  So how do work people go about making strange-sounding words to make themselves sound smart, and like they know what they’re talking about?  Well, I’m here to let you in on some secrets that will help you spew corporate jargon like no other, and that will make you the star at your next meeting.

Tip #1:

Turn existing nouns into nonexistent verbs.  Ever wonder where words like “incentivize” and “operationalizing” come from?  Do you want to sound really corporate on that next phone call with the boss’ boss?  Well, look no further; these words were spawned by a professional using Corporate Word Generator Tip #1. 

Let’s practice Tip #1 by trying this exercise together.

Step 1:  Write down a few nouns that you use in your everyday work life.  They can be programs you use, things on the corporate website, or nouns you hear on conference calls.  For example, you might write down “PowerPoint,” “reorganization,” “spreadsheet” and “coffee.” 

Step 2:  Take these words, and transform them into verbs.  This can be done by simply adding the suffix “-ing” to the end of these nouns.  Now that these words have been corporatized (See?  I just made up a word!), you have “PowerPointing,” “reorganizationing” (optionally, “reorganizationalizing”), “spreadsheeting” and “coffeeing.”

Step 3:  Practice using these words in sentences, so that you will be familiar with them, and ready to use them by the time your next meeting rolls around.   

PowerPointing – I’m busy PowerPointing the presentation for the budget meeting later this afternoon.

Reorganizationing – Since Ms. Bosslady is reorganizationing the team, I’ll be in a new job role next month. 

**Note that you could just say “reorganizing,” but that wouldn’t sound too corporate, now would it?

Spreadsheeting – Using Microsoft Excel, I’m spreadsheeting all of the press opportunities we have to offer our customers.

Coffeeing – If we arrive at the office at 8:30, that will allow for some coffeeing before the big meeting at 9.

Tip #2:

Turn existing nouns and verbs into nonexistent adjectives.  This is how common office words such as “organizationable” and “performant” are born.  Once you’ve mastered Tip #1, you’re ready to take this next challenge.

Let’s practice Corporate Word Generator Tip #2 together.

Step 1:  Think of a few nouns and verbs that you commonly use and overhear at the office.  Some words you use might include, but are not limited to, “brainstorm,” execution,” “synergy” and “innovation.”

Step 2:  Take this list of nouns and verbs, and turn them into adjectives by adding “-ant,”  “-able,” or “-izable.”  Brainstorm becomes “brainstormant.”  Execution becomes “executionable.”  Synergy becomes “synergizable.”  Innovation becomes “innovationalizable.” 

**Note that even if the noun or verb you’re converting already has an adjective version of itself that is, in fact, an acceptable word, you may not use the actual word.  To sound smart and businesslike at meetings, you must use the made-up, corporatized version of that word.

Step 3:  Now you’re ready to use your newly made, corporatized words!  Let’s practice putting them into sentences before your next meeting.

Brainstormant – The meeting proved very brainstormant, since we came up with a lot of new marketing ideas.

Executionable – Mr. Bossdude likes when we come up with highly executionable key plays to sell our products.

Synergizable – If we all put our heads and collective strategies together, we’ll have a corporately synergizable team on our hands. 

Innovationalizable – This new technology is very innovationalizable, and allows for our customers to use it in new and different ways to grow business.

Bearing in mind these two simple tips, you’ll now be able to spew corporate B.S. with the utmost of ease!  In order to get to the highly advanced point of making up these words off the top of your head, I recommend practicing with the Corporate Word Generator Tips at least once or twice per week.

Corporate Word of the Week:

Umm, pretty much all of the ones I just made up in this post.  😛