This little gem was a favorite of a veteran college professor. He used it in class to highlight how easy it is to create speeches, presentations, business plans, news announcements and general messages that contain pure nonsense. I thought it was worthy to share.
The “Systematic Buzz Phrase Projector” first appeared in 1968 in Newsweek Magazine in an article called “How to Win at Wordsmanship.” A U.S. Public Health official, Philip Broughton, then 63 years old, came up with the idea to show how buzz phrases run rampant in business communications. It is as relevant today as it was then.
Here’s how it works. Thirty popular buzzwords are organized in three columns. To create a perfect-sounding, legitimate buzz phrase—applicable across as many industries as you can think of—simply choose any three-digit combination and select the corresponding word from each column!
For example, 4-9-0 translates to functional policy options! My lucky numbers 7-7-7 translate to synchronized incremental projection!
Go ahead, try it!
|Column 1||Column 2||Column 3|
|0. integrated||0. management||0. options|
|1. total||1. organizational||1. flexibility|
|2. systematized||2. monitored||2. capability|
|3. parallel||3. reciprocal||3. mobility|
|4. functional||4. digital||4. programming|
|5. responsive||5. logistical||5. concept|
|6. optional||6. transitional||6. time-phase|
|7. synchronized||7. incremental||7. projection|
|8. compatible||8. third-generation||8. hardware|
|9. balanced||9. policy||9. contingency|
I would add a few more words to the column lists—big data, multi-channel, ecosystem, engagement, earned media, owned media, ROI, scalable and viral immediately come to mind. What are your suggestions?
My guess is nearly 50 years after the “Systematic Buzz Phrase Projector” debuted, far too many corporate marketing materials, business plans, executive letters and online copy use more buzz phrases than any of us would like. It’s so easy to fall prey to industry jargon, especially when social media and online communications put increasing pressure on timing. Unfortunately, I’m sure I have been among the guilty.
Abraham Lincoln said of his communications: “I determined to be so clear than no honest man could misunderstand me and no dishonest one could successfully misrepresent me.” He would be horrified to read some business communications today.