{"id":6040,"date":"2014-02-28T16:10:15","date_gmt":"2014-02-28T21:10:15","guid":{"rendered":"http:\/\/www.iri.com\/blog\/?p=6040"},"modified":"2026-02-23T14:15:00","modified_gmt":"2026-02-23T19:15:00","slug":"bothersome-buzzwords","status":"publish","type":"post","link":"https:\/\/www.iri.com\/blog\/iri\/business\/bothersome-buzzwords\/","title":{"rendered":"Bothersome Buzzwords"},"content":{"rendered":"<p><span style=\"color: #222222;\">The other day, two different companies selling me services\u00a0asked if their\u00a0offering\u00a0were\u00a0in my wheelhouse. Since I didn&#8217;t know I had a wheelhouse, I couldn&#8217;t answer them.<\/span><br style=\"color: #222222;\" \/><br style=\"color: #222222;\" \/><span style=\"color: #222222;\">I had to look it\u00a0up because in my 25 years at IRI, wheelhouse\u00a0was a still new expression\u00a0for me. \u00a0I found it&#8217;s not\u00a0a new buzzword, but in fact an old term with disputed origins.\u00a0Yet I&#8217;m still bothered, because:<\/span><br style=\"color: #222222;\" \/><br style=\"color: #222222;\" \/><span style=\"color: #222222;\">1) Asking me in plain\u00a0English for my opinion\u00a0is easier<\/span><br style=\"color: #222222;\" \/><span style=\"color: #222222;\">2) I&#8217;m generally\u00a0persuaded by merits, not jargon &#8211; commonplace or technical<\/span><br style=\"color: #222222;\" \/><span style=\"color: #222222;\">3) Buzzword use for some weird reason seems contagious &#8211; once I heard wheelhouse, other buzzwords suddenly starting popping up in the conversation.<\/span><br style=\"color: #222222;\" \/><br style=\"color: #222222;\" \/><span style=\"color: #222222;\">The more I thought about this, the more I began to\u00a0&#8216;recoil in horror&#8217; over all the other corporate gobbledygook and dopey euphemisms even I overuse as I &#8216;leverage&#8217; my &#8216;bandwidth&#8217; and &#8216;skill set&#8217; to do the &#8216;heavy lifting&#8217; involved in\u00a0&#8216;growing\u00a0a\u00a0business&#8217;.<\/span><br style=\"color: #222222;\" \/><br style=\"color: #222222;\" \/><span style=\"color: #222222;\">I&#8217;m sure everyone reading this has their own list of\u00a0favorites,\u00a0but the ones that bug me the most are:<\/span><\/p>\n<ul>\n<li>bleeding edge &#8211; just don&#8217;t hemorrhage money<\/li>\n<li>smartsize &#8211; when\u00a0rightsize isn&#8217;t\u00a0enough<\/li>\n<li>take it\u00a0offline &#8211; who knew it was online<\/li>\n<li>touch base &#8211;\u00a0so long it doesn&#8217;t\u00a0require facetime<\/li>\n<li>globalize &#8211; because\u00a0bigger&#8217;s not always better<\/li>\n<li>deep dive &#8211; especially when it hits\u00a0the sweet spot<\/li>\n<\/ul>\n<p><span style=\"color: #222222;\">There are so\u00a0many buzzwords, and some still seem to make sense despite their overuse. &#8216;Mindshare&#8217; comes to mind.<\/span><br style=\"color: #222222;\" \/><br style=\"color: #222222;\" \/><span style=\"color: #222222;\">Waxing specifically, we used &#8216;big data&#8217; in CoSort ads 10 years ago, but &#8216;the fact of the matter&#8217; is that a &#8216;paradigm shift&#8217; made a &#8216;business case&#8217; to &#8216;productize&#8217; it with &#8216;Hadoop&#8217; and &#8216;champion&#8217; it as &#8216;best of breed&#8217; through &#8216;channels&#8217; so it &#8216;resonates&#8217; with the &#8216;low hanging fruit&#8217; lest we\u00a0&#8216;experience slippage&#8217; towards a &#8216;downward trend&#8217; of\u00a0&#8216;doing more with less&#8217; and &#8216;dropping\u00a0back to\u00a0punt&#8217; into &#8216;dog and pony shows&#8217; that &#8216;fast track&#8217; us into &#8216;gap analysis&#8217; and &#8217;emotional leakage.&#8217; <\/span><\/p>\n<p><span style=\"color: #222222;\">Fortunately, &#8216;back-end&#8217; &#8216;multi-tasking&#8217; &#8216;frameworks&#8217; are &#8216;backward-compatible&#8217; with our &#8216;core competency&#8217; so I &#8216;conceptualize&#8217; &#8216;smooth sailing&#8217; &#8216;going forward&#8217; as we &#8216;get on the bus&#8217; and &#8216;actualize&#8217; our &#8216;game plan&#8217;. And once we&#8217;re &#8216;singing from the same hymnal&#8217; but not &#8216;preaching to the choir,&#8217; we can &#8216;solution&#8217; a &#8216;sustainable&#8217; &#8216;strategic fit&#8217; for our &#8216;stakeholders&#8217; to &#8216;achieve&#8217; a &#8216;seamless&#8217; &#8216;synergy&#8217; of &#8216;enterprise-wise&#8217; &#8216;sea change&#8217; so we can &#8216;monetize&#8217; our &#8216;sustainable competitive advantage.&#8217;<\/span><br style=\"color: #222222;\" \/><br style=\"color: #222222;\" \/><span style=\"color: #222222;\">I hope I haven&#8217;t &#8216;stretched the envelope&#8217; too far. I need a &#8216;bio break.&#8217;\u00a0<\/span><br style=\"color: #222222;\" \/><br style=\"color: #222222;\" \/><span style=\"color: #222222;\">P.S. &#8216;Kudos&#8217; to\u00a0<a href=\"https:\/\/www.thompsonwriting.com\/business-buzzwords\">https:\/\/www.thompsonwriting.com\/business-buzzwords<\/a><\/span><span style=\"color: #222222;\">\u00a0for the &#8216;refresh.&#8217;<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The other day, two different companies selling me services\u00a0asked if their\u00a0offering\u00a0were\u00a0in my wheelhouse. Since I didn&#8217;t know I had a wheelhouse, I couldn&#8217;t answer them.I had to look it\u00a0up because in my 25 years at IRI, wheelhouse\u00a0was a still new expression\u00a0for me. \u00a0I found it&#8217;s not\u00a0a new buzzword, but in fact an old term with<\/p>\n<div><a class=\"btn-filled btn\" href=\"https:\/\/www.iri.com\/blog\/iri\/business\/bothersome-buzzwords\/\" title=\"Bothersome Buzzwords\">Read More<\/a><\/div>\n","protected":false},"author":3,"featured_media":11827,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[34,2255],"tags":[699,702,696,701,546,698,708,709,700,703,704,705,697],"class_list":["post-6040","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-archived-articles","tag-bandwidth","tag-bleeding-edge","tag-buzzword","tag-heavy-lifting","tag-iri-cosort","tag-leverage","tag-mindshare","tag-paradigm-shift","tag-skill-set","tag-smartsize","tag-take-it-offline","tag-touch-base","tag-wheelhouse"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Bothersome Buzzwords - IRI<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.iri.com\/blog\/iri\/business\/bothersome-buzzwords\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bothersome Buzzwords\" \/>\n<meta property=\"og:description\" content=\"The other day, two different companies selling me services\u00a0asked if their\u00a0offering\u00a0were\u00a0in my wheelhouse. Since I didn&#8217;t know I had a wheelhouse, I couldn&#8217;t answer them.I had to look it\u00a0up because in my 25 years at IRI, wheelhouse\u00a0was a still new expression\u00a0for me. \u00a0I found it&#8217;s not\u00a0a new buzzword, but in fact an old term withRead More\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.iri.com\/blog\/iri\/business\/bothersome-buzzwords\/\" \/>\n<meta property=\"og:site_name\" content=\"IRI\" \/>\n<meta property=\"article:published_time\" content=\"2014-02-28T21:10:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-23T19:15:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.iri.com\/blog\/wp-content\/uploads\/2014\/02\/buzzwords.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"988\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"David Friedland\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David Friedland\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.iri.com\/blog\/iri\/business\/bothersome-buzzwords\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.iri.com\/blog\/iri\/business\/bothersome-buzzwords\/\"},\"author\":{\"name\":\"David Friedland\",\"@id\":\"https:\/\/www.iri.com\/blog\/#\/schema\/person\/cdb89f0c0a9c88810b8516d4b140734a\"},\"headline\":\"Bothersome Buzzwords\",\"datePublished\":\"2014-02-28T21:10:15+00:00\",\"dateModified\":\"2026-02-23T19:15:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.iri.com\/blog\/iri\/business\/bothersome-buzzwords\/\"},\"wordCount\":434,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.iri.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.iri.com\/blog\/iri\/business\/bothersome-buzzwords\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.iri.com\/blog\/wp-content\/uploads\/2014\/02\/buzzwords.png\",\"keywords\":[\"bandwidth\",\"bleeding edge\",\"buzzword\",\"heavy lifting\",\"IRI CoSort\",\"leverage\",\"mindshare\",\"paradigm shift\",\"skill set\",\"smartsize\",\"take it offline\",\"touch base\",\"wheelhouse\"],\"articleSection\":[\"IRI Business\",\"Archived Articles\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.iri.com\/blog\/iri\/business\/bothersome-buzzwords\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.iri.com\/blog\/iri\/business\/bothersome-buzzwords\/\",\"url\":\"https:\/\/www.iri.com\/blog\/iri\/business\/bothersome-buzzwords\/\",\"name\":\"Bothersome Buzzwords - 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