Your Buyers Don't Want Gobbledygook

David Meerman Scott writes,

So what's with all the nonsense words being thrown about by well-intentioned marketing people at B2B companies? Nearly every Web site I look at and almost all the press releases I receive are laden with meaningless jargon that's just plain annoying. When I see words like flexible, scalable, groundbreaking, industry standard, or cutting-edge, my eyes glaze over. What, I ask myself, is this supposed to mean?

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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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