Words we don't say
We don't jargon. We don't buzzword. We don't oversell.
| Word / phrase | Why, and what to do instead |
|---|---|
| "Disruptive" | Overused and vague. Say what actually changed. |
| "Empower" | Show the empowerment instead of claiming it. |
| "Game-changing" | Describe the actual change. |
| "Authentic" | If you have to say it, you're not being it. |
| "Innovative" | Unless you can prove it with a specific example. |
| "Synergy" | Just say what works together and why. |
| "Leverage" | Say "use". |
| "Scalable" | Say what scales and how. |
| "Best-in-class" | Says nothing. Show the evidence. |
| "Human-centred" | What else would it be? Be more specific. |
| "Thought leadership" | Just write the thought. |
| "Holistic" | Too vague. Name the specific components. |
Words and phrases we use
| Term | Usage |
|---|---|
| Designed participation | Our framework. The anchor of everything we build. |
| Audience transformation | Sales and pitch context for what designed participation achieves. |
| Interactive | Our category. |
| Earn attention | Not "capture" or "grab". |
| Hold it | The second part of the promise. |
| A different standard | Our tagline. |
| By default | Used sparingly to reinforce our philosophy. |
| Build / built | We build things. We don't "craft", "curate", or "elevate". |