The Content-Free Buzzword-Compliant Vocabulary List

The great enemy of clear language is insincerity.--George Orwell in 1984

We are an industry that uses ambiguous language, thinking it is meaningful to others. Or perhaps it is as George said--that we are using obscurity as a subterfuge. Words like "scalable" and "user friendly" are never used in requirements because they are ambiguous. And they shouldn't be used in marketing either for the same reason. Peter Cohan explores the industry use of jargon in The Content-Free Buzzword-Compliant Vocabulary List.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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