16 Overused Words That Companies Should Drop
1. "Innovative."
If you are innovative, don't say it. Prove it.
2. "World-class." Who defines world-class? In your case, probably just you.
3. "Authority." Like Margaret Thatcher said, "Power is like being a lady; if you have to say you are, you aren't." Show your expertise instead.
4. "Results oriented." Really? Some people actually focus on doing what they are paid to do? We had no idea.
5. "Global provider." The majority of businesses can sell goods or services worldwide; the ones that can't are fairly obvious.
6. "Motivated." Never take credit for things you are supposed to do – or supposed to be.
7. "Creative." See particular words often enough and they no longer make an impact.
8. "Dynamic." If you are "vigorously active and forceful," um, stay away.
9. "Guru." Don't be a self-proclaimed ninja, sage, connoisseur, guerilla, wonk, egghead...
10. "Curator." Museums have curators. Libraries have curators. Tweeting links to stuff you find interesting doesn't make you a curator...
11. "Passionate." Try the words focus, concentration, or specialization instead.
12. "Unique." Fingerprints are unique. Snowflakes are unique. You are unique – but your business probably isn't.
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13. "Incredibly..." If you must use over-the-top adjectives, spare us the further modification. Trust that we already get it.
14. "Serial entrepreneur." A few people start multiple, successful, long-term businesses. They are successful serial entrepreneurs.
The rest of us start one business that fails or does okay, try something else, try something else, and keep on rinsing and repeating until we find a formula that works. Those people are entrepreneurs. Be proud if you're "just" an entrepreneur. You should be.
15. "Strategist." I sometimes help manufacturing plants improve productivity and quality. There are strategies I use to identify areas for improvement but I'm in no way a strategist. Strategists look at the present, envision something new, and develop approaches to make their vision a reality.
I don't create something new; I apply my experience and a few proven methodologies to make improvements.
16. "Collaborative." You won't just decide what's right for me and force me to buy it?
If your process is designed to take my input and feedback, tell me how that works. Describe the process. Don't claim we'll work together -- describe how we'll work together.
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