Jargon/Buzzwords

Introduction

The use of jargon and buzzwords in change management can be both helpful and problematic, depending on the context, audience and how they are used.

"...jargon can save time, soften harsh language or make people feel part of their industry..."

Jacqui Lane as quoted by Patrick Durkin, 2024b

Furthermore, the use of jargon is unstoppable

"...Because it makes us feel more secure, more of an insider and more able to tell someone something pronto..."

Pilita Clark as quoted by Patrick Durkin, 2024b

However, if jargon is used incorrectly if has been described as 'meaningless bullshit', 'empty and misleading communications'; sometimes jargon is used to hide the truth, like when cutting jobs it is called rightsizing.

There is a

"...Love-hate relationship with corporate jargon. We love to hate it, but we still love to use it..."

Patrick Durkin, 2024b

Some positives of using jargon

1. Creates a Shared Language Among Experts

• Facilitates quick communication among experienced change professionals.
• Helps signal professional credibility and alignment with established practices (eg "Kotter’s 8 Steps", "agile transformation", "burning platform").

2. Increases Efficiency

• Shortens long or complex explanations (eg "stakeholder buy-in" instead of “gaining support from all individuals impacted by the change”).

3. Can Motivate and Inspire

• Buzzwords like "transformation", "empowerment", or "innovation" can energize teams if aligned with clear goals and action.

4. Frames the Change Strategically

• Terms like "change agents", "future state", or "continuous improvement" can help create a mental model of the change journey.

5. Signals Strategic Alignment

• Using industry-standard terms shows that the change effort aligns with broader trends and proven methods.

Some negatives of using jargon

1. Excludes Non-Experts

• Can alienate or confuse frontline staff or stakeholders unfamiliar with the terminology.
• Risks creating a communication gap between leaders and employees.

2. Masks Lack of Substance

• Buzzwords may be used to cover up vague or poorly defined strategies, eg “we’re going agile” with no clear roadmap.
• Can result in “change fatigue” when overused without meaningful action.

3. Dilutes Meaning Over Time

• Words like “synergy”, “transformation” and “resilience” can lose power when used too frequently or without specificity.

4. Reduces Trust and Credibility

• Employees may see jargon as “management speak”, making change feel inauthentic or disconnected from reality.
• May create resistance if people feel they are being "talked at" rather than engaged.

5. Can Obscure Real Issues

• Language like “right-sizing” instead of layoffs, or “pivoting” instead of failure, can feel evasive and insensitive.

Best Practices re Jargon

• Tailor language to the audience (use plain English when talking to staff and introduce technical terms with clear explanations.)
• Balance jargon with clarity (only use terms that genuinely add value to understanding.)
• Define terms early (ensure everyone knows what key phrases mean in context.)
• Avoid empty slogans (link buzzwords to concrete actions and outcomes.)

Use language to unite, not divide (ensure jargon builds shared understanding rather than confusion or resistance.)