Top Buzzwords and Why to Avoid Them, Part II

Let's move on to some more toxic buzzwords. Today's selection is drive.

My goodness, business drives a great deal today. In 15 minutes of Web browsing in only one industry, I learned that Allstate drives sustained shareholder value, Nationwide drives down the cost of healthcare, and Farmers drives innovation. In another quarter-hour of looking at advertising sites, I found that McCann Worldgroup drives demand, while Interpublic Group's diversity "ignites the creativity that drives results." And Wilen Group is driven by its innovative Founder (their capitalization, not mine).

It seems that drive has become a true buzzword, and as buzz waxes, meaning wanes. With just a little thought, we can come up with substitutions that work and aren't burdened by the self-consciousness of corporate gobbledygook. We can strive to build shareholder value, reduce the cost of healthcare, or foster innovation. We can increase demand, give clients the results they want, and be inspired by an innovative founder. Eliminating what I call flabspeak will bring about greater understanding. And isn't that the point of communicating?