Why Digital Transformation Language Matters | Grit Daily News

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If I hear the terms ‘new normal’, ‘unusual times’, ‘unprecedented’ or even ‘amid’ again, I’m going to throw my shoe at the speaker. Except that it’s been a while since I’ve worn any shoes amid these unprecedented times.I speak in jest, although barely. We have a new crop of buzzwords for the times, and these have the potential to comfort as well as to infuriate. That’s the funny thing about buzzwords. We love to poke fun of them but cannot stop using them. If you haven’t recently used terms like synergy, best in class, take it offline, leverage, touch base, B2B, or moving the needle, then well, good for you. You’re in the minority.The fact is, when we use code words in language, we as tribal animals experience something comforting about being a part of the group. Additionally, another reason why buzzwords and phrases are popular is that we benefit from their efficiency. It’s much easier to use terms like “boil the ocean” to replace the many words that would be needed convey the feelings of taking on a complex and impossible task. And, finally there’s the social benefit …

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