In the world of marketing, it seems like there’s a never-ending supply of buzzwords and jargon meant to make simple concepts sound more impressive. But the truth is, many of these words are nothing more than fluff. They don’t add clarity, and they sure don’t help your marketing efforts in the long run. Instead, they confuse, complicate, and overcomplicate what should be straightforward communication.
As a freelance marketing consultant with over 20 years of experience, I’ve seen my fair share of “big words” and “fancy phrases” used to cover up a lack of substance. So, in the spirit of straightforward and honest marketing, let’s talk about a few of the worst offenders—marketing terms that are nothing more than bullshit.
1. Synergy
Meaning: Collaboration or working together.
Why It’s Bullshit: It’s overused and vague. Just say collaboration or teamwork—clearer, simpler, and more effective.
2. Disruptive Innovation
Meaning: A breakthrough that fundamentally changes an industry.
Why It’s Bullshit: This term is often used to describe something that’s just new or different, not actually disruptive. A true disruption doesn’t need to be announced with a buzzword.
3. Thought Leadership
Meaning: Being seen as an expert or authority in a field.
Why It’s Bullshit: Anyone can call themselves a thought leader. But unless you’re proving it with real value and insights, it’s just a label without substance.
4. Best in Class
Meaning: The best at what you do.
Why It’s Bullshit: This term means absolutely nothing unless it’s backed up with proof. Everyone claims to be best in class—so what does that even mean anymore?
5. Value-Added
Meaning: Offering extra value or benefits.
Why It’s Bullshit: Every product or service should add value. The term has become so overused that it’s lost any real meaning.
6. Paradigm Shift
Meaning: A major change in thinking or approach.
Why It’s Bullshit: We’ve all heard it, but more often than not, it’s applied to minor changes that don’t actually “shift” anything. Just say change or new direction.
7. Circle Back
Meaning: To revisit a topic later.
Why It’s Bullshit: Just say follow up or discuss later. Using “circle back” doesn’t make it sound more professional—it just makes it sound indirect and vague.
8. Holistic Approach
Meaning: Considering all aspects of a problem.
Why It’s Bullshit: Everything should be approached holistically. Holistic is just a buzzword to make things sound more complex than they need to be.
9. Low-Hanging Fruit
Meaning: Easy wins or simple tasks.
Why It’s Bullshit: This is a cliché that gets tossed around to avoid tackling bigger, more complex issues. It’s a quick fix to sound like you’re doing something without addressing what truly matters.
10. Data-Driven
Meaning: Making decisions based on data.
Why It’s Bullshit: While it sounds like a good thing, many companies claim they’re data-driven without actually using data to inform decisions. If you say you’re data-driven, show it.
11. Pivot
Meaning: Changing direction or strategy.
Why It’s Bullshit: “Pivot” is often used to explain minor changes that could simply be called adjustments or shifts. Don’t overcomplicate it—just say you’re adapting.
12. Game-Changer
Meaning: Something that radically changes an industry.
Why It’s Bullshit: If everything you introduce is a “game-changer,” then nothing is. Use this phrase for something truly groundbreaking, not for every little tweak.
13. Moving the Needle
Meaning: Making a measurable impact.
Why It’s Bullshit: It’s vague. Instead of saying “we’re moving the needle,” tell me exactly what impact you’re making and how it’s measured.
14. Scalable
Meaning: The ability to grow without losing quality or efficiency.
Why It’s Bullshit: Every successful business should be scalable. Don’t use this word as a catch-all—show how your business can scale, not just claim it.
15. Bleeding Edge
Meaning: Being on the cutting edge of innovation.
Why It’s Bullshit: It sounds cool, but unless you’re truly revolutionising an industry, don’t use this to describe something that’s simply “new” or “different.”
16. Customer-Centric
Meaning: Putting the customer at the heart of everything you do.
Why It’s Bullshit: Everyone claims to be customer-centric, but few companies actually act customer-centric. The term has become a meaningless marketing buzzword without real action behind it.
17. Granular
Meaning: Highly detailed or specific.
Why It’s Bullshit: It’s used when someone wants to sound like they’re getting into the weeds. But often, they’re simply bogged down in unnecessary detail that doesn’t move the needle.
18. Growth Hacking
Meaning: Creative, unconventional strategies to fuel growth.
Why It’s Bullshit: The term has become synonymous with quick fixes, shortcuts, and strategies that may not have long-term sustainability. Growth comes with strategy, not hacks.
19. Disruptive
Meaning: Changing an industry dramatically.
Why It’s Bullshit: If everything is “disruptive,” nothing is. Reserve this term for truly groundbreaking innovations—not just new products or services.
20. Engagement
Meaning: Interaction with an audience.
Why It’s Bullshit: Engagement sounds nice, but likes, shares, or comments don’t mean anything if they aren’t tied to real business goals like conversion or loyalty.
My Personal Pet Hates
Before I wrap up, I want to let you know about two words I absolutely cannot stand in marketing: “simplistic” and “myself.” I hear these cropping up more and more and seem to be most prevalent on programmes like The Apprentice, which can never be a good thing.
“Simplistic” gets my goat because it’s just a fancy way of saying something is simple—but the word is actually more complicated than just saying “simple.” It’s overused, and it gives off the wrong impression. If something is easy to understand, just call it that.
“Myself” is another one that drives me crazy. When someone says, “That was myself” instead of “That was me,” it’s an obvious grammatical mistake that tries to sound more formal but just ends up sounding wrong. Let’s stick to “me”, please.
If you’re tired of all the marketing buzzwords and jargon, and you want a marketing strategy that’s straightforward and real, get in touch. I’ll work with you to create a plan that actually makes sense – without the fluff.
