independent

Sunday 20 April 2014

... And when to revert to duller, corporate IT jargon

Not all tech jargon sounds the same. If your boss (or your client) wears a suit, sunsetting your beta service may strike the wrong tone. Instead, you are better advised to revert to a blander, more anaemic flavour of jargon.

The following extract from an Accenture press release -- which landed in my email last week -- is a good example of the genre.

"Accenture Digital brings together industry-leading digital marketing, analytics and mobility services across industries and geographic markets to help clients unleash the power of digital to drive growth and create new sources of value. From developing digital strategies to implementing digital technologies and running digital processes ...

"Accenture Digital will help clients leverage connected and mobile devices and enrich customer experiences and interactions."

No dogfooding here. But other than being more conservative, this traditional form of jargon is used in corporate IT circles (large enterprises, banks, public sector bodies) for a specific reason.

Corporate clients often choose 'service providers' in a way designed to avoid single metrics (or individual people) being clearly identified.

This is handy in the event that a particular project succeeds or fails. The trick, therefore, is to frame the descriptors in as general a way as possible.

Hence, terms such as "leverage" and "digital strategies" are porous enough to hold up under scrutiny even if very little is actually achieved.

Irish Independent

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