When buzzwords come at the
expense of understanding.

The escalation to bullshit.

Some companies, big or small, get caught up in technical details, buzzwords and specifications and forget how to easily explain their products. It seems that companies are philosophising too much about their product, adding more and more unnecessary details that overwhelm consumers. Here at Funk-e, we've seen this happen so many times we have come up with a name for it; "The escalation to bullshit".


So, an entrepreneur starts a business that is based on recognisable terminology such as; software for hospitals, videos about installing electronics or perhaps a website about insurance. Then, naturally, the business starts to grow. New employees are added, the team grows and all of a sudden there's a entire dictionary of new corporate language that nobody outside the company understands. The team speaks this language fluently, it sounds quite fancy and professional. Because the company is so enthusiastic, they share this intelligent-sounding language with the rest of the world in their animation. One small problem; customers do not speak this language! Just a case of miscommunication? Oops.


Let's think of a hypothetical example, Pieter launches his own website to sell lawn mowers. After a while, his business starts to grow and he calls his company "a dynamic e-commerce platform with electrical equipment for optimum lawn maintenance". Pieter thinks this name is perfect, because it describes the vision for his company but also sounds smart! But is it really necessary? Given how much advertising stimuli and promotional material is shown to consumers every day, wouldn't it be ideal to provide a more concise description? We at Funk-e would say that Pieter has 'escalated to bullshit' here, visitors to his website must read this entire sentence a few times over before even being able to understand what Pieter is selling! Oh Pieter, why must you make it so difficult?


The biggest problem is that at some point, companies stop using recognisable terminology and convert to their own corporate jargon. When consumers visit a website packed full of buzzwords like "knowledge management platform" that is illustrated with a man climbing a mountain saying "the sky is the limit", there's a good chance they will have absolutely no idea what you're talking about.


So what is the solution? You need to go back to basics; remember where it started and rewrite your story in a clear way that everybody understands. For people who have never heard of you, you need to start at the bottom of the branding ladder. Only when people have been familiar with the product for a while, and they know exactly what it is, is it appropriate to use vague slogans like "think different". While it may seem that "think different" is a great slogan for a huge company like Apple, but for those who have never heard of Apple, this slogan might be a little misleading.


So maybe it would be wise to look at the first version of your website, or at the most recent communications you gave to your customer? What does this actually have to do with your product?


Basic information gives your customers a much better idea of what you are selling. Sure, it might not sound as fancy as "discover your smile" or "just do it", but at least it's clear and tells your customers what you do. If you desperately feel that you need to use a fancy slogan or terminology, at least try to make sure your customers understand you.

Don't make your life difficult, skip the 'bullshit' and keep it simple! Want to know more?

Let us help you simplify your message

Do you have a complex topic you need to explain? Not to worry, we're always here to help! Just give us a call on +31 (0) 10 413 27 34 or fill in the contact form below.

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