How to speak business: A guide to office cliché
Few things are as irritating as the jargon of the modern workplace. But what do our everyday office catchphrases really mean - and where do they come from? Sean O'Grady introduces an essential guide to middle-management speak
Friday, 23 November 2007
It probably won't surprise you to learn that "thinking outside the box" has just been voted the most overused business cliche in the country. We're grateful to a Nintendo-sponsored poll for that piece of news, and for highlight¬ing many of the other irritating buzz words and phrases etymologised on these pages.
Apparently "thinking outside the box" was spawned by some suit in the Walt Disney organisation years ago, and, tiresomely enough, is even now being used by apparently-serious office workers - not least as a slogan by the Welsh Development Agency.
In fact, next time you're on a British Airways flight look out for WDA's little ad during the in-flight movie programme. In Wales " thinking outside the box comes naturally", intones the voice-over, although the organisation's thinking is obviously not sufficiently "outside the box" enough for them to avoid using the cliche "outside the box".
Anyway, you may agree with the poll's verdict, or you may disagree, having your own least favourite bit of biz jargon. After all, there's plenty to choose from: a whole lexicon of irritating phrases that refuse to die, despite their capacity to depress. "It's not rocket science", to take another much-hated example, scarcely has the impact in an office environment these days that it might once have enjoyed, since it is heavily over-used. However, it still occasionally gets thrown around as if it was the most withering put- down ever invented.
Of course, people do still all too often decide to offer each other a " heads up" on things, as if they were meerkats. I think my choice of word for banning would be "workshop", and I have never wavered from the view expressed most forcefully on it by Alexei Sayle: "Anyone who uses the word 'workshop' who isn't connected with light engineering is a wanker."
Elsewhere, it is strange how the greyest of tribes - the accountants the management consultants, the, oh dear, "senior executives" and " team leaders" - have managed to coin usages that, smooth with age and abuse as they may be now, were once colourful, fresh and filled with meaning. Once upon a time "let's touch base" must have been a relatively charming way of getting a business "contact", if I can use that expression, to keep in touch. When someone got up in a Powerpoint presentation and said, for the first time in human history, that they wanted their company or department to "push the envelope", it must have stimulated corporate minds. "Swallow the frog" is more recent innovation, which has not yet become boring and nicely sums up the idea of getting the nastiest task of the day out of the way first. But soon, as with all it predecessors, it will quickly become contemptuously familiar.
But why? Why bother with the expressions such as "shoot the puppy" ? Partly it's a matter of competition; the more memorable and lightly amusing the words scribbled on a flip-chart, the more kudos the inventor will win. Partly, as with the indecipherable handwriting of GPs or the impenetrable customs of the legal profession, it's a matter of baffling the uninitiated and keep¬ing them out. Mostly, though, it's probably because there really isn't much that is genuinely new for people in busi¬ness to get excited about.
Despite the proliferation of laptops and BlackBerrys and Excel spreadsheets, working in an office is as sedentary and limiting as it ever was. Some people love to, ahem, "rebrand" old, tired ideas in different ways, often to justify their own existence. A rebranding exercise, after all, will involve establishing new multi-platform formats via a system of tailored workshops designed to achieve the key objectives of optimising blue-sky thinking and leadership via mentoring. See? That's a £35k job plus car, benefits already.
The absurdities of office life, including its strange language, have been satirised many times over the years - from The Office and Alex and Dilbert nowadays back to Bristow, The Peter Principle and Parkinson's Law decades ago - but sometimes, as these examples demonstrate, the world of bizspeak really is just beyond parody...
A lexicon of office slang
Elephant in the room
The elephant in the room is the big
problem that is obvious to all, but which everyone ignores (or avoids
mentioning) because it might be politically or socially embarrassing. The
phrase is thought to be American in origin, dating back to the 1970s, but
has meant subtly different things at different times. It crossed into
business use in the late 1990s and has spawned the synonymous expressions "
the moose on the table" and, very recently, a "the 100lb gorilla"
.
It's not rocket science
Word experts
believe this most patronising of phrases - meaning, "duh, are you
stupid?" - came into the American business community's consciousness
during the Cold War when, spurred by the shock launch of the Russian Sputnik
satellite in 1957, rockets were developed and began to start taking off in
the US.
The act of launching craft into space was considered so
outlandish that the science behind it was presumed to be extraordinarily
difficult. So anything else must be relatively easy. The big question is,
what phrase rocket scientists might choose to employ when they decide to
patronise one of their esteemed colleagues?
Push the needle
Synonymous with "taking things to the
next level", the expression "pushing the needle" was inspired
by motoring (the needle being the speedometer or rev counter).
The
phrase is a recent bastardisation of the equally exasperating management
term "pushing the envelope", which means to go beyond accepted
boundaries, and first came to prominence in Tom Wolfe's bestselling 1979s
book about the space programme, The Right Stuff.
In that book,
Wolfe wrote: "One of the phrases that kept running through the
conversation was 'pushing the outside of the envelope'... [That] seemed to
be the great challenge and satisfaction of flight test."
As
this quote suggests, the phrase's origins were in the world of aviation (it
ought to have nothing to do with the world of stationery). In aeronautics,
the term "flight envelope", which has been used since the Second
World War, describes the upper and lower limits of speed, engine power,
manoeuvrability, wind speed and altitude at which it is safe to fly. By "
pushing the envelope", test pilots could determine how far planes could
go. By 1978 the phrase was in use in print and was picked up and turned into
jargon by Wolfe.
Shoot the puppy
When it's not enough to bite the bullet or
grasp the nettle, there's only one thing for it - you're going to have to do
something really shocking, and shoot the puppy.
The phrase, used
to characterise the most brutal decisions a boss can make, is thought to
come from a satirical advertisement for a ficticious US game-show, which was
screened in a comedy sketch show during the early 1980s.
Chuck
Barris, the TV producer behind Shoot the Puppy, would ponder how far
contestants would be prepared to go to achieve fame or riches. In the
fictitous show, the audience would be offered money to shoot a puppy being
held by a small child. The money on offer would then be reduced to see who
would shoot the puppy just to get their face on TV.
Run it up the flagpole
Now considered to be a cliche in
its native America, where besuited bigwigs popularised it in the late 1950s
and early 1960s, "let's run it up the flagpole and see if anyone
salutes it" means, simply, to present an idea and see whether it
receives a favourable reaction.
The phrase was associated with New
York advertising agencies, and was frequently the target of comedians and
satirists, who also mocked the popular use of the suffix "wise"
(as in, "we've had a good year, revenue-wise").
After "
run it up the flagpole" became hackneyed, it spawned a series of joke
versions, including "Let's drop it in the pool and see if it makes a
splash," "Let's throw it against the wall and see if it sticks,"
and "Let's put it on the five-fifteen and see if it gets off at Westport"
(a Connecticut suburb on the line out of Manhattan popular with successful
middle-management executives).
Swallow the frog
This phrase, meaning to tackle the hardest task possible, first crops up in
1884 in Mark Twain's classic novel, The Adventures of Huckleberry Finn.
In it, Huck's best friend, Tom Sawyer, says: "If you have to swallow a
frog, don't look at it too long." (which suggests that the more you
delay doing something difficult or unpleasant, the worse it gets).
Although its proper home is on the trash TV show I'm a Celebrity... Get me
Out of Here!, the phrase is now a favourite with chief executives and
so-called business gurus.
Touch base
Office jargon is jarring enough without being assaulted by this overtly
American piece of public relations-speak. The frivolous phrase, which,
sadly, has crossed the Atlantic in recent years, has its roots in the
American baseball diamond, where hitters must touch all bases before scoring
a run.
In the workplace, tasteless managers and sales executives
say, "let's touch base", instead of the traditional "let's
get in touch", presumably when they're also working towards a
particular "goal" (fortunately not yet called a "home run"
)
Hit the ground running
The first
literal use of this phrase appeared in the early 20th century, when
newspapers told derring-do tales of robbers fleeing from moving freight
trains and paratroopers landing in war zones.
The first figurative
use of the phrase, meaning to get off to a brisk and successful start (often
after being "thrown in at the deep end") is thought to have
occurred in a media column in the American Hayward Daily Review in 1940,
when the writer noted, "It sometimes seems to me that the young
nowadays want to hit the ground running and to tell the old editors how to
run things."
Net net
A very popular
expression amoung accountants, meaning the "real" bottom line, the
bottom bottom line as it were, that is net of all taxes, costs and
absolutely everything. Net net first entered the lexicon about five years
ago to the bemusment of casual onlookers and has since taken on quite a
currency of its own. In what can only be described as an act of brutal
competitiveness, however, estate agents have recently gone one better. If a
property you're interested is net net net, it means you will be responsible
for all expenses relating to the premises, including snow ploughing, rubbish
removal, insurance, and more....
Big ask
Regularly used in sport (eg, "it's a big ask, but it's a game of two
halves and anything could happen"), it has been current in business
speak since the early 1990s, where ask as a noun is infuriatingly
commonplace. Take this extract from the internal email of a utility: "
[We] must have your approval to move forward so please respond to the ask as
instructed."
Mentoring
Mentoring
is that process whereby wet-behind-the-ears rookies are inducted - or "
helped" into an organisation, system, or company. The person doing the
supporting is the "mentor". The person being mentored is the "
protege" - if they are particularly talented - or maybe just a "
mentee".
A mentor is generally believed to be a cross between
a trusted colleague and a friend, but may well be the one that tells you to
have a shave; or takes you down the pub.
Get our ducks in a row
A particularly pointless phrase,
meaning to get things organised (why not say that?). Its origins, however,
are disputed.
The earliest reference, and most likely origin,
dates back to 1700s Europe: contemporary lawn bowlers used "duck pins"
in place of skittles, and would need to get them in a row before launching
their balls. Other mooted explanations include the way ducklings follow
their mother in a row, the row of metal ducks in a fairground shooting
arcade.
Behind the curve
If you're reading this online while
uploading tracks to your mp3 phone via Bluetooth while sipping cappuccino as
you sit in a wireless zone with your laptop, you're not the behind the
curve. In fact you're ahead of the curve, the curve being a figurative
depiction, of unknown origin, of one's grasp of technology and modern life.
If you're not, then get with it, luddite!
Paradigm
shift
To purists and business bastardisers alike, a paradigm
is a set of norms by which we operate; thus, when this set of standards
shifts radically because of an innovation, it is called a " paradigm
shift". The term was first used by Thomas Kuhn in his 1962 book The
Structure of Scientific Revolutions to describe a change in assumptions
within the ruling theory of science. A perfect example of the paradigm shift
was the invention of the automobile which necessitated a radical departure
in transport technology. As a result, the "buggy" or coach whip
became a casualty of this great change; and horse-drawn carriages were
virtually eradicated. Analogue television will shortly be another casualty
of paradigm shift.
Boiler room
The
term "boiler room" inspired rather than originated from the 2000
movie of the same name, starring Giovanni Ribisi, Vin Diesel and Ben Affleck
as brokers who hype stocks and sell them at inflated prices (a practice
known as "pump and dump"). In fact, the practice of "pumping
and dumping", in which unwitting investors are usually told certain
shares are about to soar as a result of a still-secret takeover offer or
other change in a company's fortunes, emerged in the 1990s.
In
most cases, the shares are not listed so investors cannot sell them. "
Boiler room" refers to the hastily arranged, cheap offices inhabited by
bleary-eyed brokers, often squeezed into tiny backrooms.
Bottom fishing
A relative newcomer, the term "bottom
fishing " has nothing to do with bottoms, but a lot to do with fish -
figuratively at least. Popular with beach-bound holiday makers and anglers
without rods, "bottom fishermen" cruise the seabed, often in
shallow water, tying weights to lines sporting hooks in the search for slim
pickings - or the dregs of the sea. On trading floors, bottom fishing
describes an approach to buying stocks which focuses on the search for
shares whose prices have dropped so low they represent excellent value, even
if the company's prospects are bad in the short term.
Screw the
pooch
This delicate phrase denotes the avoidance of
productivity. It is often shouted in a confrontational context - for
example: "Are you going to sit there and screw the pooch all day?"
- and was first, reputedly, uttered in Arnold Schwarzenegger's early 1990s
vehicle True Lies, where Charlton Heston, as the head of a security services
organisation, confronts his bungling team. The phrase has an earlier
pedigree: like many other subsequent cliches, it first appears in Tom
Wolfe's 1979 book The Right Stuff, where the author reports it as slang used
by test pilots in the Californian desert. The test pilot who "screwed
the pooch" was the one who died in the wreckage of his plane.
Knife-and-fork it
One of many food-related
phrases that have polluted the office lexicon in the past 10 years, to "
knife-and-fork" a problem means to deal with it bit by bit. "
We'll have to knife and fork it," a beleaguered manager might cry. It
is thought the phrase may be related to "the knife and fork model"
, which means something important in DNA synthesis. Knife-and-forking it may
be a lot more appetising than some of the other culinary catchphrases
bandied about by the big men. If you've been urged to "eat your own
dogfood" (sample your own products) or "eat some reality sandwich"
(be realistic), you might want to get a new job.
Blue-sky thinking
This relentlessly-bandied term means
brainstorming and was a favourite of Tony Blair, who employed his crony Lord
Birt as a sort of full-time blue-sky-thinker. There is much dispute over
where it originates from. Some suppose the phrase comes from "blue sky
laws", a local American law that places restrictions on the way
citizens can behave or act.
The phrase is well known in US and UK
business circles and can relate to the concept of opening up your mind in
discussion - as wide as the "blue sky ".
Others place
the origin of the management cliche with the ancient Greeks, who speculated
on the sky's colour; they considered it so detached from our normal world
that it could not be considered in everyday terms.
Desk jockey
If you're reading this at your desk with one eye on your inbox and another on
the salad you're spooning into you mouth, you are a desk jockey. The modern
incarnation of the pen-pusher, today's desk jockey has more than biros to
contend with. Ringing phones, beeping Blackberrys and bulging inboxes - the
modern office worker finds it increasingly difficult to walk away from the
desk. The phrase arrived after disc jockey, from which it is derived, and
which was coined in 1937.
Jump the shark
This colourful boardroom phrase is used in marketing, when a product or
service is well past its best and some ridiculous device is introduced to
try to improve it. It first turned up in an episode of the American
television series Happy Days, which was broadcast in September 1977. The
scene in question has Henry Winkler's character, The Fonz, water skiing,
wearing his trademark leather jacket and broad smile, and jumping over a
shark. The phrase acquired its subsequent meaning because the episode of
Happy Days was broadcast when the series was well past its best.
Just add water
Derived from the cooking directions of
convenience food such as Pot Noodles and Cup-a-Soups, a "
just-add-water " idea is one that is so brilliantly simple yet
effective, that it requires little by way of preparation.
The
phrase is also used by comedians and musicians to describe the type of show
that needs minimal technical set-up. These are "just-add-water"
shows, requiring little more than a mic, a stool, and a few well-positioned
lights.
USP
This is a marketing term
that means " unique selling point" or "unique selling
proposition". It is a grande dame of cliche, and was introduced to the
business lexicon in the 1940s to refer to those successful products that had
unique, specific attractions to consumers - so much so that they were
willing to switch to it from their brand of choice.
Examples of
successful products to employ this include Head & Shoulders ("I
didn't know you had dandruff") and Red Bull (which is supposed to give
you wings).
Much theorising has sprung up around the use of USPs,
and it forms a centrepiece of many a marketing degree. For this, we must
thank one of the companies to employ the USP concept, advertising agency Ted
Bates & Company, which carried out market research successful marketing
campaigns.
Heads up
The phrase has
several meanings, but relates to an advance warning. Its origins are vague,
but several of the suggested etymologies allude to holding one's head up and
concentrating. Some studies point to early uses of the phrase in The
Washington Post at the turn of the last century. "Heads up" is
also a baseball and American football term which signifies alertness and
action, and was used in reference to baseball as early as 1924 in major US
newspapers. And " heads-up displays " have been used in aircraft
since the 1960s, allowing pilots to work out their future flight path while
looking where they are going.
Hot desking
Hot-desking will be a term familiar to the younger staff of many major British
companies, and is a term that sprang up in the late 1980s and early 1990s.
It means one desk is shared between a number of different people, who are
constantly changing (hence its supposed " hotness").
Many people roll their eyes at the phrase. This is because a primary reason
for "hot-desking" is cost reduction through space savings - and it
has been a common ploy in the financial sector.
Solutions
According to the TV show Countdown's resident word expert Susie Dent, this was
one of the buzzwords of the 1990s and 2000s. A successor to the term "
options", this usage of the word entered common currency in the 1980s,
where it sat well with Margaret Thatcher's free-market ideologies. In the
1990s, instead of "choices" or "options", "
solutions " became pre-eminent. In the computer industry, "
solutions" referred to packages of software and hardware that were put
together by IT companies to do a particular job. Because of its ubiquity,
The term is regularly lampooned in Private Eye.
Additional words by Simon Usborne and Rob Sharp
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