The article critiques the excessive use of business jargon in online communication, arguing it creates confusion and irritation among audiences. It explains that jargon often obscures meaning and is sometimes used to avoid direct communication about difficult issues, such as job losses.
Examples of confusing jargon like 'deliverable' and 'alignment' are given, demonstrating how such terms lack clarity and impede understanding. The author highlights a study showing widespread staff annoyance with common business phrases.
The article points out that jargon can be used to avoid addressing problems directly, citing an example of a company announcement of job cuts that avoids using the word 'fired'. It also suggests that abstract language, frequently employed in business jargon, creates a perception of power and authority among speakers.
Many business terms, the article notes, have military origins, reinforcing their association with power and obedience. The author advocates for clear, straightforward communication as an alternative to confusing and potentially manipulative jargon.