Buzzwords like “alignment,” “insights” and “thought leadership” don’t clarify thinking — they hide it. Here’s why they need to go.

The Gist

Most marketing language hides weak thinking. Terms like “awareness,” “alignment” and “insights” often replace evidence, masking unclear goals and lazy analysis.

Precision in language drives better decisions. Shifting from assumptions to hypotheses, and from activity to outcomes, forces teams to validate, measure and act.

Credibility must be demonstrated, not declared. Labels like “expert” and “thought leadership” mean nothing without proof, results and repeatable methods.

I am a proud contrarian. Years ago, Bob Hoffman made a rally call for there to be more contrarians out there, calling bluffs and pointing out the ridiculousness of much of what we see and learn. Because he is one of my heroes, I took this to heart.…