You Don’t Say?
WMMM #086 - This week, I offer our first “Mastering Useless Information” of 2025.
Jeff Keplar Newsletter January 11, 2025 3 min read
Word Salad
It makes us cringe to read that their software is beginning a new era in cyber security.
A real game-changer.
The latest version was dropped at the first of the month and will utilize quantum computing to reduce decryption times - wait for it - by 200%.
The founder is sorry not sorry about making their competition obsolete.
But IYKYK.
100%.
Game changer.
It's transformational, period.
Banished Words List
This is not a discussion of the famous "Elimination of Harmful Language Initiative" at Stanford University in 2022.
You may remember that one.
One notable word was "homeless."
"Unhoused" was recommended as its replacement.
Another was the use of the word "American."
It was discouraged in favor of "U.S. Citizen."
Stanford received a little pushback.
No, the topic for this week is the Banished Words List published by Lake Superior State University.
I stumbled upon the 2025 version and found it interesting and worth sharing.
I looked to see if there was a 2024 version.
There was.
I used as many banished words as possible in the opening Word Salad section.
See if you can pick them out.
In reverse order, here they are: period, transformational, game changer, 100%, IYKYK, sorry not sorry, wait for it, utilize, dropped, game-changer (again), era, cringe.
Words make the list when they become overused, misused, or universally annoying when we see them in print or hear them spoken.
I looked at the 2025 list and generally understood why those words appeared on the list.
Lake Superior State made it even easier by explaining why each word was chosen.
Their examples are entertaining.
For example: "Sorry Not Sorry: A half-hearted apology masquerading as bold honesty, this phrase feels as disingenuous as it sounds. Banished Word enthusiasts recommend just saying what you mean…"
Applying "Banished Words" to Selling
When using "Banished Words" to repeat back what someone said to us using their words, we get a hall pass.
It's okay.
Otherwise, shouldn't we consider if and how we use these words?
After I found that Lake Superior State also published a list in 2024, I kept looking.
I went as far back as their 2016 list.
After reviewing 10 years of these lists, I saw that their body of work represented substance.
While employed at a Big Tech firm, I recall being annoyed at the language used by its executives in sales situations with large enterprises.
When asked a question by a customer executive, a frequent response began with:
"When we think about blah blah blah…"
It usually ended with: "I came to <Big Tech's name> to reinvent the <insert banking, telecom, or healthcare industry> and plan to make a transformational impact with game-changing ideas. I have built a team of amazing people who have curated the agenda for today."
The customer executive's question wasn't answered.
They became annoyed with the word salad and shameless self-promotion.
"When we think about," "transformational," "game-changing," "amazing," and "curated" are all examples of overused and misused words and phrases that might be found in "Banished Words."
I have seen this scenario with many of Big Tech's executives unfold many times.
It was not an isolated case.
It appeared the use of these words was infectious.
With salespeople attempting to build trust and confidence in Big Tech with their Fortune 500 executive, word salad and virtue signaling did the opposite.
Just say what you mean and mean what you say.
Answer the executive's question, it wasn't a tough one.
Looking in the Mirror
If I found myself annoyed at others' use of "Banished Words," could I be creating a similar reaction?
We should examine if and how our language morphs with time.
So I did.
I found myself guilty.
I use "no worries" all of the time.
In conversation, especially when soliciting feedback, I ask, "Does that make sense?"
I'll write that I'm "circling back" with someone.
I'll ask a client who the "stakeholders" are in a sales opportunity.
I use the word "literally" too much.
Now that I'm aware, I plan to do better.
Does that make sense? (Oops)
Thank you Lake Superior State!
Thank you for reading,
Jeff
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