Lingo/Jargon/Slang

      Lingo is more than just a game on TV. According to Miriam Webster it is the special vocabulary of a particular field of interest.  It is also known as jargon or slang.  The differences between the three are very elusive and they are used interchangeably.

What is ”ROTFL”?  Jargon. What is “vertically challenged”? Jargon. What is “in the loop”? Jargon.

       Jargon is the “insiders” language that defines a specific activity, event, group, or product to other people within the group. It is a shortcut to communication among people in the know, but has little meaning to anyone outside the group.  It also makes your customers and clients very uncomfortable; akin to being in a group of people speaking a foreign language that you don’t understand. Politicians are famous for doublespeak and jargon.  It allows them to be understood, yet not very precise. 

       Using jargon, lingo, doublespeak or slang in marketing is a way of making your product or service sound more important or significant than it really is.  It is the secret code of your offering. To the uninformed, it makes the product sound like something they must have immediately or their world might come to an end.  Seldom does the public “read between the lines” to see what is really being said; and marketers don’t want them to.  Remember the Wizard of Oz hiding behind the curtain so nobody could see that he was just an ordinary man, albeit with sage wisdom.

       Our use of language has become sloppy, especially with the explosion of technology.  Soon we will forget all together how to communicate clearly; slang, lingo and jargon will take over.  Nobody will know the difference between real and make believe.  They will simply be left “out of the loop”.  All of your marketing efforts will be lost, because people just won’t want to work hard enough to understand your message.

     Start now to be more clear and precise with your message.  Customers don't like to be talked down to and will always favor real, honest messages.

... its going to be a great ride.

Are you ready to act like the Roadrunner and fall off the cliff into the abyss? With the bankruptcy of General Motors yesterday, we are about to experience dynamic changes in our culture and our futures. As uncertain and overwhelmed we were the last time we made major cultural changes, we survived it, and we will survive it again. The only real difference this time is the pace of our lives and the speed with which we encounter change.

The last major change was the transformation from the industrial age to the information age. In that case specifically General Motors, and all its support systems, is going to emerge from its restructuring activities in a whole new form; bigger and stronger, but very different from today. The industry grew up 50+ years ago and hasn’t aged gracefully. It is going to have to become leaner and more responsive to its customers (both internal and external) in order to survive. New technologies will be embraced and new inspirations will be encouraged. It has been several generations since we were able to witness such changes and these will be even more dynamic than previously. Hang on—its going to be a great ride.