Moody’s has downgraded the following words, which through overuse by corporations now face an execution challenge of achieving their former meaning.
Transformative: Any desperate action taken by a corporation (e.g., a “transformative transaction”)
Authentic: Anything created by an Advertising Agency
Organic: Corporately modified to refer to the natural growth achieved with a lot of fertilizer.
Millenials: The very best target consumer no matter what your product is
Platform: A word to describe a strategy to seem current
Deep Dive: All work that can’t be expressed in 140 characters
Impact: Represents more of what you want than an objective ever could