This tiring year has allowed professionals to deploy an almost unrelenting level of doublespeak that was at once confusing and upsetting. These are 11 of the year's worst examples.
: We can help you navigate this change.: The phrase is so vague as to be practically meaningless. Best to consign the lot to history.Hybridized: If the future of work is hybrid, why do so many companies lack a vision for hybrid work?” It’s not obvious how an individual, or an organisation, would “get hybridized”. It’s a direction that sounds simultaneously confusing, alarming and a little painful.
Some say it’s akin to brainstorming. Others say it can refer to every stage of the development of a new product or service.: The word is defined so many ways as to be effectively meaningless. The other issue is that ideation is also used in the serious medical term “suicidal ideation”. Best to go with the simple “brainstorm.” Or you could split it up: “Define a problem”, “brainstorm a solution” and “refine the solution”.
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