Where Did Cringey Corporate Jargon Come From? | Otherwords

Summary

In this episode of 'Otherwords,' Dr. Erica Brozovsky explores the origins and persistence of corporate jargon, often laden with military, sports, and industry-specific terms. Emerging after WWII, corporate language evolved from military expressions like 'boots on the ground' to tech-inspired terms such as 'disrupt' and 'bandwidth.' While jargon aims to increase efficiency, it often creates barriers between insiders and outsiders, signaling power and status. Despite its annoyance, new generations like Gen Z hope to reduce its prevalence in the workplace. The episode delves into why jargon sticks around and how it impacts workplace culture.

Takeaways

• 😀 Corporate jargon emerged after WWII, influenced by military and sports terminology.
• 😀 Terms like 'boots on the ground' and 'mission critical' are borrowed from the military and still used in modern business language.
• 😀 Sports terminology, such as 'slam dunk' and 'in my wheelhouse,' became part of the corporate lexicon in the mid-20th century.
• 😀 Terms from the advertising, finance, and tech industries have influenced corporate speak, like 'leverage,' 'disrupt,' and 'bandwidth.'
• 😀 Corporate jargon isn't always clear—it's sometimes used intentionally to soften difficult or uncomfortable messages.
• 😀 Sociolinguists suggest that corporate jargon can signal power and status within the workplace, as it differentiates in-group members from outsiders.
• 😀 Newer or less experienced employees tend to use more jargon to fit in, while higher-status individuals use it less.
• 😀 Despite the annoyance of corporate jargon, it continues to persist across generations, as each new cohort reinforces it.
• 😀 Gen-Z is pushing back against corporate jargon, with 60% of them hoping to eliminate it altogether.
• 😀 The shift to remote and hybrid work might reduce the social pressure to conform to traditional office norms, including jargon.

Q & A

What is the origin of corporate jargon in today's workplace?

Corporate jargon began to emerge after World War II, when businesses transitioned from wartime production to consumer goods. Veterans returning to civilian jobs brought military jargon with them, influencing business language with terms like 'mission critical' and 'boots on the ground'.

How did sports terminology become part of corporate jargon?

Sports terminology, particularly from baseball, entered the corporate world around the mid-20th century. Phrases like 'slam dunk,' 'home run,' and 'in my wheelhouse' helped convey success or competence in the workplace, reflecting the competitive nature of business at the time.

What role did the advertising industry play in shaping corporate language?

The advertising industry, particularly in the 1960s, introduced phrases like 'run it up the flagpole' to describe testing ideas or gauging reactions. This helped shape the corporate lexicon, as business leaders sought ways to communicate strategies and tactics efficiently.

Why is jargon often vague, and how does it impact communication?

Jargon can be intentionally vague to obscure difficult or uncomfortable information. For example, terms like 'taking it offline' or 'restructuring' can mask direct messages such as layoffs, making it easier to navigate sensitive topics in the workplace.

How does corporate jargon relate to power dynamics in the workplace?

Corporate jargon can act as a status symbol, signaling membership in a powerful in-group. Those familiar with terms like 'ROI' or 'KPIs' may use them to demonstrate their authority or expertise, while those unfamiliar with the language might feel excluded.

Why do employees with lower status in a company use more jargon?

Employees with lower status, such as newer or younger workers, often use jargon to compensate for their lack of experience or authority. Using jargon can help them feel more integrated into the company culture and demonstrate their knowledge.

How does generational difference impact the use of corporate jargon?

Millennials are the most likely group to use corporate jargon, while Gen-Z shows a strong desire to eliminate it. A 2023 LinkedIn survey revealed that 60% of Gen-Z workers hope to rid the workplace of jargon entirely, possibly influenced by their exposure to more informal and remote work environments.

What is the significance of terms like 'low-hanging fruit' in corporate jargon?

'Low-hanging fruit' refers to tasks that are relatively easy to accomplish and yield quick results. It originates from finance in the 1980s and has since become common shorthand for opportunities that require minimal effort for maximum benefit.

How do tech startups influence corporate language?

Tech startups have contributed phrases like 'hack' and 'disrupt,' which emphasize innovation and challenging the status quo. These terms have influenced corporate speech, particularly in industries focused on technology and growth, and they reflect the fast-paced, dynamic nature of these companies.

Why is corporate jargon often disliked, despite its widespread use?

While corporate jargon is commonly used for its efficiency and ability to signal status, it is often disliked for its overuse and lack of clarity. Many employees feel that it obfuscates meaning, creates unnecessary barriers to clear communication, and perpetuates a sense of formality or detachment in the workplace.