"After the proactive reegineering initiative is championed and we've achieved maximum synergy, competitive dynamics and globalization effectiveness will empower our human capital to conquer a new paradigm, delight customers, and achieve World Class onboarding in our space."

Um... what?

We can laugh at garbage like this, but this sort of meaningless communication is standard-issue in many organizations. When the language you choose is meaningless and vague, your communication is not giving information in a manner people can act on, as good, powerful communication can — and should.

The high costs of lazy jargon

Individuals who communicate with these lifeless, unintelligible words are missing opportunities to help others do their jobs more effective, and creating distance rather than connection with customers. Based on Ivy Sea's experience repairing poor organizational and marketing-communication plans, we've seen first-hand that the costs of using vapid jargon are painful and measurable. They include (but are not limited to):

• Confusion about what is expected from employees. Without clear direction or a rock-solid understanding of the topic at hand, how can someone perform to the expected standards?
• Inaccurate information filling the voids created by the lack of truthful, honest communication. We're all familiar with the rumor mill, yes? But did you know that it often 'leaks over' to customers?
• Employee mistrust, and low morale and productivity — which translates to poor communication and service to customers.
• Decreased credibility with employees, vendors, and customers.
• Multiple meanings for the same term or many terms with the same definition, causing confusion over the precise action to be taken.
• Faulty project roll-outs and backlash due to unclear direction, purpose or value.
• Miscommunications to and with customers, increasing the likelihood of poor delivery and customer satisfaction.
• Ineffective marketing — using jargon instead of clear, authentic communication prevents your potential and existing customers (and probably employees, too) from knowing exactly what you do and why you're different from others spewing the same lame-and-lazy jargon.

Who opened this Pandora's box?

George Orwell wrote, "The great enemy of clear language is insincerity." And while this might not be the reason for corporate-speak at your company, think of the impression audiences have of this innocuous language: the company is hiding the truth, and you'll squeeze gold from a turnip before you get any real answers.

Other reasons for vague language are lack of knowledge about the topic, repeating words other people are using (in an effort to build rapport), disguising bad news, or avoiding responsibility and accountability.

How do you recognize empty or overused words, and then avoid using them? Looking for them and asking questions is a good first step. Ask yourself to define what you mean, and ask others to define the words they use. Probe for details. Ensure you and your audience attach the same meaning to those words.

We communicators also have to stretch our minds and stop resorting to lazy communication, where we might be tempted to recycle jargon or our favorite terms. Just because everyone else is misusing the term bandwidth, for example, doesn't mean you have to. If you really mean 'number of employees', then say it.

That goes for the 'verbification' of nouns, too; we've actually heard organizational leaders talk about "maximally engineered nurses," "onboarding human capital" and "retooling" people. And we've all seen marketing-communications in which the jargon is so far from intelligible that it's laughable — and not in a good way.

Overusing or misusing words are not the only examples of Vapidity Syndrome. Lack of action or inconsistent action creates meaningless words and phrases, too. For example, if you're prone to saying, "I'll return your call right away", and typically don't until days later (if people are lucky), you've made your words devoid of meaning and damaged your credibility.

After this question-and-discovery period, you might run into a little problem: what if a now-vapid word is actually the perfect word for you to use? There's a simple answer: look for another way to express your thoughts, or provide tangible examples to help make the meaning of the potentially vapid word clear. Choose specific and meaningful words in every instance.

Test your V.Q. (vapidity quotient)

Draw a line connecting the common corporate jargon from column A with its "plainer speaking" match in column B.