Jargon is the crutch of the unimaginative.
There, I said it. It's the favourite defence mechanism of industries desperate to sound relevant while simultaneously making themselves irrelevant.
You’ve heard it before — the endless buzzwords, the overused corporate nonsense. “Synergy,” “paradigm shift,” "human - centric," “leveraging value propositions.”
It's noise disguised as communication.
Here’s the craic — when everyone’s using the same phrases, no one’s listening.
It’s a game of who can shout the loudest while saying nothing at all.
And yet, there’s always that excuse. “But this is how our industry speaks! It’s the language we use to feel like we belong.” That’s fine if your goal is to blend in with the masses and stay forgettable. But if you’re striving for influence, connection, and impact? It’s time to rewrite the script.
The Problem with Jargon
Jargon doesn’t establish authority — it hides insecurity.
It's a mask to avoid being questioned or judged. Business leaders cling to it because it feels safe. It feels professional. But in reality, it pisses off your audience.
Clients don’t care about your “innovative solutions” or your “mission-critical processes.” They care about one thing—can you solve their problem?
The longer you hide behind jargon, the further you push them away.
Worse yet, jargon doesn’t just weaken your message; it makes you irrelevant. When every company in your space sounds the same, your words lose meaning, your brand loses identity, and your audience tunes out.
Why Real Talk Matters
Real talk is a rarity. It’s bold. It’s refreshing. And most importantly? It’s clear. When you strip the jargon, you make room for authenticity. You create space to actually connect with your audience, not just impress them with a thesaurus.
You don’t need “industry language” to feel important. You need a message that slaps people awake. Talk like a human. Speak to what actually matters. Name the problem, show you get it, and lay out how you can help. Simple, direct, effective.
Trust me, no one will remember your jargon-filled pitch deck. But they will remember how your words made them feel — understood, inspired, ready to act.
Breaking the Cycle
Here's the challenge — yes, letting go of jargon makes you different. But isn’t that the whole point? Bold brands don’t regurgitate the industry handbook. They rewrite it.
Here’s the uncomfortable truth your competitors won’t admit —they’re scared of real talk. Scared it makes them vulnerable. Scared it reveals they don’t have all the answers. But you can use that fear against them. Because while they’re playing it safe, you’ll be breaking through the noise.
Real Talk in Action
Step one is simple — stop trying to sound smart. Instead, focus on being understood. If your message doesn’t spark clarity, connection, or curiosity, it’s not working. Burn it and start again.
Step two? Own your perspective. People aren’t looking for perfection — they’re looking for someone who gets it. Call out the jargon for what it is. Speak directly to the pain points your audience experiences every day. And make your solutions feel tangible, not theoretical.
Step three? Commit. Real talk is not a temporary trend. It’s a long-term strategy to build trust, establish credibility, and actually stand out in your industry.
Call to Action
Listen, you can keep playing the jargon game if you want, but here’s the reality — no one wins at it. The longer you cling to industry BS, the harder it’ll be to break free.
Or you can flip the script right now. Drop the buzzwords. Rip off the mask. Talk like you mean it. Because the brands that grow? The leaders who make a dent in their industries? They’re not the ones who “sound important.” They’re the ones who are important—and they show it by keeping it real.
Are you ready to leave the noise behind? Then stop blending in. Speak your truth, boldly and clearly. That’s how you lead. That’s how you win.
CreActivate, don’t Regurgitate. The world is waiting for your real talk.
John (Nick) Atkinson
Comments