The SupplyChainBrain Podcast What’s the (Buzz) Word? The Curse of Corporate Language
Dec 12, 2025
Andrea Belk Olson, a corporate strategist and behavioral scientist, dives into the pitfalls of corporate language. She explores why buzzwords like 'premium' and 'committed' fail to connect and often lead to inaction. Organizations gravitate towards vague expressions to avoid commitment, but this undermines effective strategy. Andrea emphasizes the importance of coherence in translating language into actionable steps, cautioning against following trendy jargon. The discussion also touches on the emotional aspects of branding and the pitfalls of sameness in corporate messaging.
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Abstract Language Kills Clarity
- Corporate language often becomes so abstract that it loses real meaning and actionability.
- Andrea Belk Olson calls this lack of specificity 'language action authenticity' and says it kills clarity.
Define Superlatives Precisely
- Avoid using vague superlatives like 'premium', 'best', or 'leading' without defining them.
- Clarify whether those terms refer to service, quality, consistency, or value so teams can act on them.
Vagueness Protects Against Commitment
- Organizations keep language abstract to avoid commitment and remain flexible.
- That vagueness lets teams interpret strategy widely and scatter effort instead of focusing.
