Strategic Thinking: Don?t Buzzword-Phrase It!

I have a hard time understanding the buzzword crowd. To me they are strange folk who might say things like The mission critical process in conjunction with strategic thinking is leveraging our assets,1 and even though they usually say their impressive buzzwords with just the right tone and with just the right volume Im not so sure they are communicating anythingwell, anything concrete that is.

Who cares though right? Impressive buzzwords sound downright sexynot that sexiness ever had anything to do with the subtle nuances of communication. I mean we all base our decisions on principles that are motivated only by pure and unadulterated factual meaning. Right?

Yeah, whatever.

Okay--I dont want to be the partisan warrior who unfairly attacks the buzzword crowd without first offering the peace flag of buzzword benefaction. After all, I admit that there are more sides to this buzzword story. In fact, according to an online Google definition, the term buzzword can actually refer to:

a technical term, consisting of a word or phrase [comma deletion] that has special meaning to a small group of people.1

When used in this context, the term buzzword is simply a synonym for the word jargon which isnt the meaning enervator that the impressive buzzwords can be. Nope. These trusty jargon buzzwords imply an understood set of unique vocabulary that is exclusive to a particular industry or branch of knowledge. These words are not understood by all but they are at least understood by some.

The main difference between jargon buzzwords and impression buzzwords? Its the attitude and the education of those who use the words.

Lets go back to the buzzword phrases that are meant only to impress (strategic thinking is an example). The Google definition that I think fits the impression buzzwords best reads as follows:

A trendy word or phrase that is used more to impress than explain.

Impression buzzwords, as this definition may imply, have to be delivered with savvy, fast-paced and/or powerful demeanors or expressions in order to have their FULL effect. Impression buzzwords get us emotionally revved up. They are fun to say when walking fast, talking loudly, wooing potential clients, driving high-powered vehicles, talking down to others, and when sporting the latest version of a PDA or cell phone. Yes. These buzzwords are the fun buzzwords but in too many cases it may seem that their speakers havent done their homework or simply dont care whether their listeners understand any thing besides the emotion being portrayed. In other words, impression buzzwords are the quick-paced and non-stop-rhythmic motion of the verbose-blessed and the sometimes-knowledgeable. They are, in a sense the emotion-laden green lights of language. They dont tell us to stop and think about intended and/or understood meaning; they dont even tell us to yield for basic comprehension. Impression buzzwords are about feeling and action. Buzzwords tell us to GO! Go! Go! Go! Go leverage your assets! Go relanguage the critical path! Go buy! Go jump in a lake! Go! Go! GO!!!!!!!!!!!!!!

What? Go where? Do what? Go relanguage the critical path? HA!

This leads me to discuss a phrase that I think is quite popular among the impression buzzword phrases. The phrase is strategic thinking and it is used so widely and defined so amply that I am going to simplify it concisely without wasting a lot of time. My method? I will artlessly look up the word strategy and the word think, and provide a simple definition. Easy enough right? You might actually be surprised to find that implementing strategic thinking within your own company or organizational group might be within your own realm or reach. Strategic thinking, in other words isnt some mysterious process that can only be clarified via check or credit card. (Go! Go!)

My Strategic Thinking Definition
Lets talk about the actual word strategy.

In one of several definitions, Dictionary.com defines the word strategy as

a plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result: a strategy for getting ahead in the world.

Sounds simple right? Perhaps it sounds more simple than some strategic experts would like it to sound. Perhaps not. At any rate strategic thinking can be a lucid, manageable process and like most other skills gets easier with practice.

Strategic Thinking: Its Not Just about the Military
From the dictionary.com definition we ca surmise that strategic thinking can be easily implemented as follows:

Strategic thinking starts with a particular goal.
Strategic thinking continues when you create a plan to reach that goal.
Strategic thinking progresses with developed maneuvers that will lead to you goal.
Strategic thinking is fine tuned when you predict and prepare for possible hindrances.3

Strategic Thinking: Its Not Just for the Erudite
One of the many definitions for think on the dictionary.com website is as follows:

to have or form in the mind as an idea, conception, etc.

Another one is:

to anticipate or expect

Both of these definitions support the idea that strategic thinking doesnt have to be complex. Strategic thinking can simply be to have an idea or conception of a plan and specific maneuvers to achieve that plan as well as the ability to anticipate possible hindrances to the maneuvers themselves. Strategic thinking doesnt have to be a misunderstood buzzword phrase--unless of course you want to leverage your imaginary assets.

1 http://www.buzzwhack.com/inside/mostdreadful.htm

2 http://www.google.com/search?hl=en&rls=GGGL,GGGL:2006-29,GGGL:en&sa=X&oi=spell&resnum=0&ct=result&cd=1&q=define:+buzzword&spell=1

3 http://blogs.msdn.com/somasegar/archive/2006/01/21/515623.aspx

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