How the Language of Marketing Undermines its Value


New email subscribers receive articles first thing, with additional resources. Marketers constantly fall in love with new tools, we call them “shiny objects.” This mental habit has transferred onto the words we use to talk about our work. Executives use a different set of words to describe the business. The discrepancy in language creates a disconnect in expectations. When we use fancy words to jazz up what we do, we inadvertently cut the results timeline by minimizing the effort that goes into the work. We’ve trained financial and business executives to think that what we do is magic If we…

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