Jargon Overkill

As you may have noticed, The Curmudgeon is not much of a fan of jargon.

Or big and fancy words, for that matter.

In his view, if you write something and your reader doesn’t know the word and must look it up in the dictionary the fault is yours, not the reader’s.  The Curmudgeon makes exceptions for technical terms and others for which there are no reasonable substitutes.

But he does not like insider talk.  To him, insider talk is a speaker’s or writer’s way of saying “Ha ha, I know something you don’t know” (in your mind, you should be reading that in a sing-song voice).

So The Curmudgeon was properly appalled when he read the following explanation in a Philadelphia Business Journal article about the company Aldi and its plan to lure more shoppers to its stores that aren’t-quite-though-they-pretend-to-be supermarkets.

The company’s U.S. CEO is a real ingredient dick

“Customers want more products that are healthier for you, that are fresher, that are more convenient, that are more organic in nature, that come from a cleaner ingredient deck,” Aldi US CEO Jason Hart told Business Insider.”

Ingredient deck We, according to Aldi’s U.S. CEO, want ingredients from a cleaner ingredient deck.

And in so declaring, Mr. Aldi U.S. CEO revealed himself to be a complete tool.

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Comments

  • Peaches Shimmerdeep  On December 20, 2018 at 12:10 pm

    Agree! Who said “ if you can’t explain it simply, you don’t understand it well enough”? Ingredient deck, my a&$!

    On a similar note, I work with someone who insists on saying things like “Let’s dialogue about it”, or “we were dialogueing”. Instead of just using “talk” or “discuss”. Or even “have a dialogue (which I still HATE). People do things to look smarter instead of to be clearer.

    • foureyedcurmudgeon  On December 20, 2018 at 1:00 pm

      Well, maybe the problem is the manner in which your company onboards its people

      • Peaches Shimmerdeep  On December 21, 2018 at 9:57 am

        Funny Mudgie. 😉

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