Tweak Your Biz » Management » Touch Base? NNNOOO!

Touch Base? NNNOOO!

by connorkeppel on January 9th, 2012
26 Comments



The world of business is rife with clichés – we’ve all used them. As a marketer, I am almost expected to use them.  I feel that they are used as a buffer to cover up a lack of knowledge in a certain area or to try and ‘impress’ people – I can assure you, I’m not impressed.

I would go as far as to say that they can be damaging in the sense that they can create a negative perception of you and the company you represent.

I once had dealings with a creative director who was talking about ideas for a website. She assured me that the more comprehensive the brief at the start, the greater the chances of delivering the website on time.  “Makes sense to me” you utter, and yes it does, but unfortunately she phrased it as “A stitch in time saves nine”.  I from then on just dubbed her the cliché lady – a bit harsh perhaps.

The Real Meaning:

The classic clichés I hear regularly are below. They are also accompanied by a less, shall we say, ‘douchey’ way of putting them:

Modus Operandi = how will we do this and for what purpose?
Touch base = get in contact
Liaise = communicate with
Pushing the Envelope = do it well and preferably better than last time
Outside-of-the-box = lets be original or alternative to current competitors
Synergy = lets work together
Going forward = from now on (as opposed to changing the course of our history)
Bring your ‘A’ game = do your best
My ‘two cents’ = that’s my contribution to the meeting

What really annoys me is that entrepreneurs and business people are often not getting enough credit for their achievements in comparison to the stars in arts and sport. Ironically however, business clichés have somehow seeped into disciplines out of business e.g. how many rugby commentators have you recently heard dub a player as a ‘quality operator’. Dear God!

Rough Justice

It’s like this: a term should only be created for something when the current language can’t quite describe something.  I’ve decided that I’m going to put a ‘cliché’ jar on my desk.  If I say one – I pay.  Simple as.

Anyway, catch you on the flipside… D’oh! (clink).

Do you use clichés?  Why? Do they annoy you?  What are your additions to my list?

“Image : Set of red No signs/Shutterstock“



Category: HR and recruitment, motivation, Relationships, Self- development

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The Author:

Get in touch - t: @Con_Keppel w: www.about.me/connorkeppel ME: Marketing Manager, SaaS; co-founder of FobaJob.com; Social Media Junkie; MSc in Strategic Management; Opinions my own and they may offend (not intentionally of course). http://fobajob.com

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  • http://www.sianphillips.ie Sian Phillips

    Clever post Connor. Until last year I don’t think I really used any of the clichés you’ve mentioned however I was in a meeting with someone who said “going forward” then “don’t you just hate that Cliché?” From then on I found myself saying it because he’d put it at the front of my mind – and kicking myself inwardly after every time I said it. Trying to wean myself off “going forward” now, although I do like the word “synergy” and hope to “touch base” with your future posts ;-)

  • Connor Keppel

    Hi Sian,

    I don’t write it righteously – I too can use the odd one.  The post above will serve as a reminder to me also :-) Thanks for reading and thanks for engaging!

  • http://www.tweakyourbiz.com Niall Devitt

    lol Connor, This year I’ve to give up the smokes, the drink and Now the cliches! it’s getting harder to keep it between the ditches :)

  • http://twitter.com/xcelbusiness Helen Cousins

    I noticed the cliché seepage, for example every week in the Xfactor, somebody was deemed to have “nailed it”.
    I hate clichés, but I don’t object to the word “liaise”, it’s just another word to me.
    I dislike rooms being referred to as “spaces” and as for people working “in that space”, well…
    I nearly lost the will to live once at a seminar where a speaker trotted out a cliché-ridden speech, which out-lined his “over-arching objectives”.
    I agree that they are often used to cover up a lack of knowledge Connor. I might liaise with you about adopting the cliché jar :)

    ~ Helen

  • Connor Keppel

    Thanks for reading and engaging Helen.  I see you share a mutual disrespect for the cliches.  Great to hear about the jar.  I wish I could make other people pay me for saying them in front of me also! Thanks again

  • Connor Keppel

    ha ha. With you on the smokes buddy. May God be with us! Still have to officially start though:-( 

  • Fdepaor

    I agree that some of the above clichés are over used, but I would say that some are under used.. Bring your A game!, Modus operandi is shorter and more precise then  ”
    how will we do this and for what purpose? ”

  • Fdepaor

    I agree that some of the above clichés are over used, but I would say that some are under used.. Bring your A game!, Modus operandi is shorter and more precise then  ”
    how will we do this and for what purpose? ”

  • Connor Keppel

    Very true Fergal – I guess it’s the use of them in the wrong context also that’s annoying and the overuse of them.  Also a lot of people don’t understand them so they can be a barrier to communication.  Thanks for reading!

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    And that’s a fajita! 

    Clichés are like bad language – here to stay I reckon. We desperately need them in order to change the record, sound smarter, or grab a spare few seconds while we think of how we are going to get out of whatever hole we managed to fall into :)

  • Connor Keppel

    Amen!  Thanks for reading Elaine!

  • warrenrutherford

    Very good Elaine. Each of your steps, in their own way can have a significant impact in lowering one’s stress levels.  Thanks for sharing.

  • http://www.danielocarroll.com/ Daniel O’Carroll

    Elaine,
    Really enjoyed this and have can personally identify with practically all these tips.Particularly, for point 3, I’ve found (at least trying to) drink less coffee helpful (might sound stupid, but every lifestyle change helps. and I think caffeine is a more powerful instigator of the ‘rush’ factor than most people imagine it to be); point two is a great idea, though it almost invariably feels ‘wrong’,  and the excellence over perfection is a tip that I should definitely pay more attention to (particularly in the realm of web design; as you say, can a website ever be perfect?)

    Thanks for the post

  • John Twohig

    Very informative, common sense approach, the problem is sense is not common at all. People do not know how to say no, I only began doing it in the last 2/3 years. It’s a powerful liberator of time which in turn lessens stress. I enjoyed the post Elaine, thanks for the share.

  • http://www.bloggertone.com Niall Devitt

    Hi Elaine, you always deliver timely articles especially for me (or so it seems). I’ve been feeling a little strain lately so this has really helped me to re-focus and de -stress. Cheers as always, Niall

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Saying NO can provide headspace for other things Fiona. If we neglect ourselves or our business for others, what favours are we doing then?

    Thanks for reading and glad you enjoyed the post :)

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Each stress busting step is exclusive of the other, and not necessarily in order (I should have made that more clear). And yes Warren, when taken with full conviction, they will have a significant impact!
    Sometimes it’s just the small things that can instigate greatest change.
    Thanks for reading and sharing your thoughts :)

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    I had to smile when I read your comment about coffee Daniel :) ))
    Energy drinks are probably the worst invention ever! At least coffee is a natural product (mostly) and I have to admit I succumb to its effect every morning, like a true kick in the *** :)

    Point 2 is often the hardest to achieve, simply because we often feel the situation or other person needs to change, not ourselves ;)
    But by changing our attitude, we are not “giving in” but actually taking control. And that is very empowering. 

    A good website will attract traffic and work well for us. When it reaches that point, the good enough is perfect :)

    Best of luck with the caffeine withdrawal!

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    A Powerful liberator of time – that is so true John, and thanks for sharing that.
    I could write a full blogpost on why people do not or cannot say NO, even though it causes them stress or encroaches on their time, it may not get such a positive response as this post :)

    Congratulations on saying NO more!

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Delighted to be of service Niall, as always! Thank you gaining benefit from the points made in the post. Great image btw :)

  • http://write-on-track.com/blog Lorna

    Excellent post Elaine and I love the comparison with carrying around that heavy ream of paper – brilliant description. I particularly engaged with your point too over ‘if you can’t change something, change how you feel about it’.
    I’m fresh from Charisma Bootcamp and so much of what you say here is resonating with me – brilliant post.

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Timing always “seems” to be magic, doesn’t it Lorna? It is no coincidence that you found this post after completing your bootcamp – I am just thrilled it had good meaning for you at the right time. 
    We often forget that we have control, and allow our stressful thoughts to control us. The ream of paper is like that weight that we carry on our shoulders, often belonging to someone else too!

    I am looking forward to hearing more about the Charisma Bootcamp. I was going to mention it in the article and didn’t in the end..

  • John Twohig

    Thanks Niall, I feel the business world is beginning to grasp the opportunity that the Social Business Model presents on the innovation and efficiency side of enterprise. As the older management, in my age group 40+, relise that Social is a great B2B and B2C tool they will embrace it. It is the job of the Ahain Group and other digital organisations to keep shouting from the roof tops. This report from MGI is one of many that are coming to the same conclusion and these reports have to put in front of the right people.

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Very interesting read there John.
    I’m glad you mentioned the other benefits of social technologies, besides just in business. I read an article this morning on Finland utilising crowd sourcing, using a new Open Ministry platform to create new laws. Imagine that in Ireland!! Transparency and collaboration? We need more of that, and if social technologies help it spread, then it will permeate throughout.

    And 90% less emails definitely sounds attractive, esp for those getting hundreds of internal messages a day!
    Great analysis of the report – thanks for sharing

  • John Twohig

    OMG can you imagine the wisdom of crowds being used to design fair and open government, in Ireland, not a hope. I was going to put a 7 letter word in front of hope starting with F and ending in G but thought that might be rude. Yes, Social has the potential to save lives, help literary and numerousy and help keeping people safe.

    We have the power to turn life on its head. Democracy could take on a whole new meaning, but we wouldn’t allow ourselves that luxury as we couldn’t be arsed to demand change. See our existing political woes. Hey Hoe, we can always dream, thanks as always for your considered comment, Elaine.

    PS hope that Train is moving fast.

  • Christina Giliberti

    Hi John,

    Doesn’t that get your brain whizzing and the creative wheels in motion!

    Social has countless benefits and all with people at the very centre (like the perfect customer service model).

    I derive from your report that the uses are productive, analytical, far-reaching, time-saving and innovative. All truly positive outcomes.

    Social has many strings and businesses can really gain a great deal from understanding that social business is about using platforms with a clear objective, utilising their strengths. As your examples show; opportunities await.

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