The Working feature in the Jan. 10 Business section misidentified a writer for eBrains8 of McLean. His name is Rich Oswald, not Ron Oswald.
WORKING
Wednesday, January 10, 2007; Page D02
Can the Cliches
Anyone trying to think "outside the box" or hype the "innovation" of "the big idea" really should trade in those terms.
The three are among the most overused buzzwords, according to 250 creative professionals who responded to questions from the Creative Group, a temporary placement agency. Also on the list were "take it to the next level" and "organic growth."
Respondents suggested skipping "synergy" and "break through the clutter," unless you want to join the clutter.
"They go against everything that goes with good communication. It's just so painful to see them," said Ron Oswald, a writer for eBrains of McLean.
The three phrases he would most like to see disappear: "it is what it is," "break through the clutter" and "outside the box." To banish such phrases, he suggested:
· Stop it. Pull down motivational posters and ban business books bulging with buzzwords.
· Simplify. Strip away corporate-speak, and seek out regular workers to see if the message speaks to them.
· Say it. Make your message using an economy of well-chosen words, such as Nike's "Just do it."
-- Vickie Elmer
