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Our Favorite Buzzwords


Working at an advertising agency, buzzwords (and buzzphrases) tend to develop over the normal course of interaction with so many creative communicators.

Here's a list of some of our favorites that we use more often than we'd like to admit:

Disruptive: This bitmoji thing is totally going to be disruptive. 

Bitmoji: I can't believe this bitmoji thing actually is totally disruptive.

Digital Literacy: Their denial of Cloud issues has users questioning their Digital Literacy. 

The Cloud: Never ever go searching in The Cloud. 

Fake News: The News. 

Paradigm Shift: This new version of the Cloud is a total Paradigm Shift. 

Gamification: I love the gamification of myself with this new bitmoji. 

Micro-Moments: My bitmoji had a micro-moment with that awkward coworker. 

Watch This Space: I'm in love with that awkward coworker. Watch this space. 

Holistic: Is a bitmoji a holistic view of one's self? 

Wheelhouse: My bitmoji acts in ways that are not in my personal wheelhouse. 

Crowdculture: Follow the crowdculture right up into The Cloud. 

Granular: I'm looking into The Cloud on a granular level and it's become my New Normal. 

New Normal: Something not normal that we need everyone to think is normal. 

Low-Hanging Fruit: There's a lot of pictures of low-hanging fruit in that cloud account. 

XYZ-centric: We're becoming more people-centric, eccentric, data-centric, whatever-centric. 

Pain Point: This holistic view of the cloud as a new normal is my only pain point these days. 

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Ah, the Decision Maker


So who exactly is this decision maker?

I recently got a call from someone immediately asking me if they could talk to "The Decision Maker." The first irritation was the assumption that I wasn't the Decision Maker. Often people assume that the first person they speak with is the gate-keeper which isn't always the case.

Many times, I've found the gate-keeper IS the Decision Maker masquerading as the gate-keeper to avoid further conversation. Also the first person that answers the phone should be the Decision Maker if you've done research and found a good number. Depending on the business model, you will find that gate-keepers aren't usually the receptionist these days. There's IVR for that. Assume the person you're talking to is the president of the company. Treat them as such and amazing things can open up for you.

The second irritation was that this person did not bother to introduce themselves or even explain why they were calling.I don't take the attitude of "you owe me an explanation" but I'd like to find out if you're calling from the Oval Office or if, perhaps I've won a million dollars.Decision Maker immediately implies that you must be calling to sell me something and I'm instantly going into screening mode. Simply put, I've never heard the IRS ask for the Decision Maker. They've got your name.You should have a name too. I've never seen this not work. It doesn't always mean you'll get the sale but you'll get a listening ear.

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