Business jargonauts amplify ecosystems

07 January 2016 - 02:06 By © The Daily Telegraph

"Amplify", "ladder-up" and "ecosystem" are the business buzzwords that will barge their way into the boardroom this year, a language consultancy has predicted. The Writer, which says its mission is to rescue the corporate world from the tyranny of linguistic mediocrity, tracks words that are on the rise in boardrooms around the world.It predicted that "amplify" would enter the mainstream lexicon this year after noticing its increasing use in presentations and speeches."People are using 'amplify' as a synonym for 'improve' or 'increase', but they think - probably subconsciously - that it's cooler, because its use really took off to describe messages on social media being picked up and repeated," said Neil Taylor, creative partner at The Writer."Traditional businesses hope that, by borrowing the lingo of more fashionable companies, some of that cool will rub off on them."Bank of England governor Mark Carney used the word last month when he unveiled a new global taskforce to increase transparency in the way in which businesses disclose the climate-change risks inherent in their operations."Having that information out there will amplify that success because it means markets will be able to move quickly," the former Goldman Sachs director said.Other buzzwords or phrases predicted to gain currency in 2016 include "onboarding", "circle back", "disrupt", "scalable", "actionable" and "drink the Kool-Aid".One tipped for particular growth is "ladder-up", used to connect one specific thing to a grand theme.For example, Kimberly Whitler, assistant professor at the University of Virginia's Darden School of Business, said last year: "Purchase decisions are more often emotional than rational - this is especially true in healthcare, in which even routine decisions subconsciously ladder-up to survival."This word was closely followed in frequency of use by "ecosystem".Apple co-founder Steve Wozniak recently panned Apple's lack of inter-operability with other companies' products by saying that he didn't like "being trapped" in the "Apple ecosystem"...

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