Every industry has its own unique language and vocabulary, developed by those working within it over the years. Some phrases and terms companies use to discuss their offerings in the context of broader industry trends grow so popular and are so widely used that they become ubiquitous features in both internal and external communications, as well as in the media.
Using industry jargon might seem to be an efficient way of getting a point across more succinctly while also sounding up to date on the latest buzzwords, but jargon often only serves to confuse a listener or reader by obscuring the simple ideas behind the words. Here, 19 members of Forbes Communications Council share examples of commonly used jargon from each of their industries, along with reasons why these terms are pet peeves of theirs.
1. ‘Provider’
In the healthcare industry, the word “provider” is my pet peeve. It was born out of health insurance language, and it’s an easy catch-all for the wide variety of healthcare professionals that exist. However, it’s deeply alienating to doctors, who rightly feel that they’ve earned a distinction that should be recognized. Respect that, and choose other, less controversial descriptors. – Lindsey Viscomi, Healthgrades
2. ‘Engagement’
I literally want to hurl onions at people who use the term “engagement.” It is such a fluffy, meaningless key performance indicator that has so many layers underneath it. Why not just use “real actions” (clicks, impressions, likes, comments, views, post-views and so on)? Why roll it up into a nebulous, passive term that tells me nothing in detail? Stick to the metrics, no matter how good or bad they may be! – Kathleen Stockham, South College
3. ‘Single Pane Of Glass’
The value of any word is tied to what we make of it. Companies in the IT industry often use the phrase “single pane of glass’’ to describe the ease of use of their respective platforms and technologies. This is indeed a neat expression, but it can quickly lose its shine when it’s overused by too many. Any word can become sterile jargon when used by too many. Business communication must be precise and unique. Do your research! – Florence Giuly-Davis, PR Paradigm
4. ‘Synergy’
My entire team knows that the word to always avoid using with me is “synergy.” If you use it in an interview, I’ll likely pass on a second! It is, in my opinion, the most overused word in business communication and a poor stand-in for simpler terms such as “work together” and “collaboration,” which feel more grounded in our day-to-day vernacular. – Dixie Roberts, DKC/HangarFour
5. ‘There Is No Such Thing As Bad PR’
In crisis situations, I’ve often heard c-level executives state, “There is no such thing as bad PR.” This statement makes me cringe, because if a product, employee or other crisis can impact your reputation or stock, it is absolutely bad PR. Being agile and quick to resolve any crisis is good PR. – Donna Loughlin, LMGPR
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6. ‘Investors’
In wealth management, the industry tends to refer to everyday working Americans as “investors.” It is a dry term that comes from the perspective of the financial firm instead of the individual in many cases. For example, when it comes to my 401(k), I like to think of myself as a “retirement saver.” We shouldn’t define our customers by how we want to think of them, but rather by their perspective and context. – Nicole Zheng, Pontera
7. ‘Win-Win’
The term “win-win” is often overused in partnership marketing. Although partnerships should benefit all parties involved, this phrase can come off as clichéd and insincere. It is more effective to present specific examples of how both companies can gain from the partnership to demonstrate the value. – Sarah Esteverena, Acceleration Partners
8. ‘Throw It Up And See What Sticks’
When it comes to business, clear communication is key! Let’s ditch jargon, such as “throw it up and see what sticks.” How about using specific language to encourage testing and exploring different options? We’ve all heard “unprecedented” a million times. Let’s add some context to these unique situations. Be mindful of the impact of jargon on clarity and comprehension to foster better interactions. – Harshida Acharya, Fulfillment IQ
9. The ‘Why’
In education, many communications focus on an organization’s “why,” which is often a version of helping students realize their full potential. Fewer brands take the next step: talking in plain terms about how they’re making that happen. The more brands can be specific about how they’re delivering on their “why,” the more they’ll have a point of view worth listening to. – John Jorgenson, Cambium Learning Group
10. Acronyms (In Most Cases)
Acronyms should almost never be used, with one big exception. If your inbound organic traffic or Google Trends data demonstrate that customers are regularly using acronyms, then it’s fair game to lean into them. In all other cases, acronyms should be removed and replaced with customer-friendly, real-world language. – Robert Neely, Lima One Capital
11. ‘Cascade The Information’ And ‘Let’s Unpack That’
I find the phrases “cascade the information” and “let’s unpack that” to be incredibly overused. As professionals, there are more impactful ways to communicate your point without relying on jargon. – Layla Kasha, Grocery Outlet
12. ‘Reverse Logistics’
In the logistics industry, excessive use of jargon such as “reverse logistics” can be frustrating. It creates barriers, erodes trust, hinders collaboration and limits reach. Professionals should avoid it in business communications. Clear language fosters understanding, inclusivity and stronger relationships. Drive effective communication by using accessible language. – Jawaher Al-Khuzaei, GWC
13. ‘Building The Plane While Flying It’
Jargon in business provides a sense of identity and belonging, but certain expressions become overused and nonsensical. My pet peeve is the phrase “building the plane while flying it.”’ If you want to emphasize incremental progress and adaptability, maybe consider discussing the minimum viable product approach or Agile methodology with your teams. – Simone Grapini Goodman, American Diabetes Association
14. ‘Offshoring’
Talk of “offshoring” service delivery resources evokes a negative correlation with cost savings at the expense of quality. Your hiring should occur wherever the best people are found by building the right network of talent irrespective of location. If the goal is to save money without regard for skills and expertise, then you’re not delivering the level of innovation and value your clients deserve. – Matt Naeger, Merkle
15. ‘AI-Driven’
These days, it’s “AI-driven” everything! With AI sweeping the world, lots of companies are pushing messaging about AI in their products—whether it’s actually adding unique value or not. If you push an AI message, make sure unique value is being delivered to the customer through your use of AI in the product. – Tom Treanor, Snipp Interactive
16. Any Term You Don’t Understand
If jargon is your pet peeve, you won’t find any industry in which to hide. With all communication, you need to know your audience to be effective. This helps you decide if jargon shortcuts are the right move or if plain-speak is needed. Definitely avoid using words, acronyms and abbreviations that you don’t fully understand. It has the opposite effect of making you look smart. Be yourself. Be human. – Ellen Sluder, smrtPhone
17. ‘Pleased To Announce’ And ‘Pivot’
We are “pleased to announce” that the preceding phrase will be officially retired from press releases as of today. We also made the prudent decision to eliminate the term “pivot” from future business communications. – Gina Katzmark, TimelyCare
18. ‘Think Outside The Box’
The business jargon “think outside the box” is way overused. As entrepreneurs and marketers, we have to be creative, whether we are designing an innovative product or solving a problem. We can’t use cookie-cutter templates if we want to outshine our competitors. – Parna Sarkar-Basu, Brand and Buzz Marketing, LLC.
19. ‘Account-Based Marketing’
Marketing and martech, in particular, are just overflowing with acronyms and jargon. I have to admit that I roll my eyes a bit every time I hear the term “ABM,” or “account-based marketing.” It’s not that I disagree with the concept, but as a veteran marketing and sales pro, my teams have incorporated the same strategies for decades; we just never bothered to give the process a special name. – Tom Wozniak, OPTIZMO Technologies, LLC
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