Marketing Gobbledygook

With another batch of changethis.com manifestos came this paper by David Meerman Scott. He investigates the overuse of industry jargon (or gobbledygook, as he calls it), especially in the b2b software industry. David reconstructs the thinking process that leads to such meaningless communication and offers some advice on how to avoid it.

A quick read and definitely worth your while, especially if you work for one of many market-leading, innovative companies, offering grounbreaking, next-generation product solutions ;-)