The purpose of using "corporate word salad" can vary, but most of the time it serves one of the following purposes:
- Impress or Intimidate: To impress the audience with what appears to be specialized knowledge or sophistication, or to intimidate them into not questioning further.
- Obscure Meaning: To deliberately obscure the true meaning of a message, possibly to hide negative information, or uncertainty.
- Conformity: To conform to corporate culture or industry standards where such language is the norm, even if it's not effective.
- Filler Content: To fill space in communication where there might not be substantive content to offer (bolster content).
- Avoid Commitment: To avoid making clear, concrete statements that could lead to accountability or commitments.
Here is an example of
corporate word salad that can be used in a board meeting, investor call, etc.:
As we move forward, we're leveraging innovative synergies to enhance our core competencies and maximize shareholder value. Our strategic roadmap is focused on holistic, scalable solutions that drive digital transformation and create robust, cutting-edge ecosystems. We're committed to fostering dynamic cross-functional teams to capitalize on market-driven, disruptive technologies, ensuring we remain agile in a rapidly evolving global landscape. Our mission is to optimize operational excellence and sustain unparalleled customer engagement through proactive, value-added strategies.
Ironically, it sounds a lot like Soviet Communist propaganda language during the Soviet Union. Both share a significant commonality in their use of language to manipulate, obfuscate, and serve specific agendas. It makes me nauseous just thinking that we've gone full circle from getting rid of them, to having our own corporations talk and act in a similar manner, namely lying, deceiving, and robing us blind.