The rise of the jargon-shouters

We’re all guilty of it in some way another…when we start speaking about something we have a deep understanding or knowledge of, our brain goes into overdrive on terminology and acronyms used in that particular field.

You may be greeted by stares of slight confusion, blank and emotionless eyes that think you’ve either ran away with yourself on the topic or as I more commonly like to refer to…spouting s#*t for the sake of it. There are those in the business world that love to hear their voice use fantastical words that mean absolutely nothing to their audience just so that they look clever of superior to their fellow folk who have no idea.

I’ve recently started to come across this more often, especially in the digital arena. I’m guilty as charged for running away with myself in my own head sometimes, only to pull myself back to as I look into the abyss of my colleagues eyes – referring to areas such as bounce rates, attrition and metrics within Google Analytics that may appear as if I’m entering the Matrix. Some are honest which I admire and believe there is no other way of being when you don’t understand, whereas some stay quiet and hope the focus quickly moves on with no questions raised.

The point I’m raising is for those who commonly speak the language of no one, everyone will ignore you. What you think is making you look clever is actually making you look either incompetent (as you are not tailoring your approach to your audience) or egotistical (Tony Stark-esque but wholly unjustified as you’re not a genius playboy philanthropist as he liked to put it) which in the real world, will lead your colleagues to disliking you due to your use of language no one understands.

The flipside of this and the way to enhance not only your communication skills but your approach to different mindsets and personalities, is to think firstly identify with the people you are speaking to. Explain your thinking using metaphors and examples they are used to or can break down. I must admit I use metaphors wherever I can because they simply get the point across.

Secondly, weave in their expertise. No doubt you will have a deep understanding of the point you are making but its invaluable to get their insight too, according to their experience or knowledge. Unless you are Thanos (this post is by no means influenced by the impending release of the Avengers film) you simply can’t know everything. There comes a point where you will be caught out in your knowledge because you’ve failed to piece it with other areas within the business, department or personnel.

Overall, learn how to use the language of the broadsheets which the tabloid readers can understand (slight stereotyping there but you get my point).

On that note, I’m off the shops in my single molecular, crystalline bonded, carbon plated armour…

#jargon #digital #marketing