Marketing News Canada Marketing Without Buzzwords: How to Think, Speak, and Measure Smarter
Oct 27, 2025
Charlie Grinnell, a digital leader and co-CEO of Right Metric with a rich background at Red Bull and adidas, shares his sharp insights on marketing. He stresses the importance of precise language to cut through buzzwords, promoting clarity and alignment. Charlie emphasizes making data accessible for everyone, not just math experts, and discusses AI’s role as a thought partner rather than a replacement. He also highlights the necessity of validating content before spending and warns against spreading brands too thin across channels.
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Language Shapes Marketing Outcomes
- Language matters in marketing because words lose meaning without shared definitions.
- Get specific and explain concepts as if to a seventh grader to align teams and reduce buzzword fluff.
Translate Metrics Into Human Behavior
- Treat metrics as counts of human behaviours and translate them into business decisions.
- Don't be intimidated: you can become data literate by asking what numbers actually mean for action.
Prompt AI With Specific Language
- Use precise language and context when prompting AI to get useful outputs.
- Layer your behavioral knowledge onto AI so it crunches data into actionable answers.