1 Minute Marketing Leader: #10 Beware of the buzzwords

“Attribution”, “transformation”, “brand relevance.” Buzzwords like these could kill you career in no time.

Welcome to the 1 Minute Marketing Leader series. Practical tips from the world’s largest studies on marketers’ success.

#10 beware of the buzz(words)

Marketers love jargon. Not a single day seems to pass without new buzzwords: “advertainment”, “clickbait”, “content is king”, “#growthhacking”, “millennials”. Add 10 more.

Would you ever say these words to a customer? No. Why, then, use them with clients or inside your firm? When talking to marketers, many colleagues feel lost in a maze of jargon. Marketing jargon creates two big issues.

First, jargon clouds your reason to exist. Marketers helps the firm find profitable customers. Already too many other departments see this. Using jargon makes it even harder for others to figure out how you help the company.

Second, using jargon makes you and outsider. “She’s different. He’s special. She’s not one of us.”


Buzz can be good. Buzzwords rarely are. Picture your target group. What’s the language the top management or clients are using? PS: if in doubt, try “customers”, “revenue”, “profit”

You can watch all 1 Minute Marketing Leader videos here.


You might also like

10 minutes for bravery

10 minutes for bravery

To make a dent in the universe (or anywhere), you have to be brave. I just sat down with The Marketing Society’s editor Michael Piggott to discuss why company rules stand in the way of better marketing—and why marketers must now be brave.

The Marketing Leadership Masterclass is back

The Marketing Leadership Masterclass is back

The Marketing Leadership Masterclass is back. For the first time, we’ll put on a second annual class, starting Sep 15, 2021. This isn’t a marketing class. We’ll teach how to mobilize senior stakeholders, colleagues, clients, teams—to make change happen.

Keynote: The 12 Powers of a Marketing Leader

Keynote: The 12 Powers of a Marketing Leader

Crises need leaders. People who show the way. Who dare to walk the path less travelled. What we’ve learned by writing The 12 Powers of a Marketing Leader has just gained more relevance. This could be marketing’s moment. This could be your moment.

Send me the details

Want to know more? Get the full brochure and the course calendar. We'll also give you access to a sample session and updates about this and coming classes.

We genuinely care about protecting your data. Read more in our privacy policy 

Thank you! We have just sent you the information. Please check your email (and SPAM folder too)