Word: jargoning
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...accessible. A winner of the highly selective John Bates Clark Medal for outstanding economists under the age of 40—an honor he shares with University President Lawrence H. Summers—and a professor of economics at Princeton, Krugman is adept at translating economic phenomena and jargon into everyday language. His columns are often constructed around metaphors that help readers understand not only what is going on in the markets, but how that connects to policies emanating from Washington. In his new book, Krugman admits that even he was surprised by how intertwined economics and politics have become...
...prime example is LifeMatrix, a psychographic-marketing tool launched in December 2002 by market-research giants RoperASW and Mediamark Research (both owned by NOP World). LifeMatrix considers hundreds of personal variables, including religious affiliation and political leaning, and uses them to sort people into 10 basic psychographic categories with jargon-rich titles like "priority parents" and "tribe wired." To each category is attached a battery of personality traits and purchasing preferences. Are you a working mom trying to balance job, family and cultural activities? LifeMatrix assigns you to the category "Renaissance women." But that's not all. LifeMatrix makes some...
...either Microsoft Word or PowerPoint and assigns documents a score based on sentence complexity and the use of some 350 "bullwords." Using Bullfighter, Deloitte found that among companies in the Dow Jones industrials, those that spoke plainly in shareholder letters and other communications outperformed those that loaded up on jargon. Bullfighter is available free on CD-ROM or at dc.com/bullfighter Here's a sampling of the worst bullwords, along with Bullfighter's suggested translations: envisioneer (create), leverage (use), re-engineer (change), synergize (combine), utilize (use), walk the talk...
...target until relieved by 1,000 Royal Marines. It was a mission for which the SEALs, along with elements of the U.S. and Royal air forces, had been training for weeks. The goal was to make sure that the battle took, as one commando later put it in the jargon that comes with its own camouflage, only "one cycle of darkness...
...those not tough enough to meet them in equal combat. At the same time--this is the optimistic bit--the U.S. is endowed by Providence with the power to make the world better if it will only take the risks of leadership to do so; if, in the current jargon, it is sufficiently "forward leaning." At crucial times, they argue, the U.S. has been just that--notably when Ronald Reagan used American technological prowess and cash to challenge the Soviet Union to a contest it could...