Optimising outplacement potential and how corporate speak kills trust

“Let’s ideate.” “We’re optimising our outplacement potential.” Translation: “We’re thinking about it”—and “we’re firing people”. Jargon might seem clever, but it doesn’t build trust—it buries it.

Where it comes from (and why we keep using it)

Corporate jargon didn’t appear out of nowhere. Its roots go back to the military, where precise shorthand saved time—and sometimes lives. “Roger that.” “Copy.” “On mission.”

These words built unity, clarity, and identity under pressure. When businesses adopted military discipline and structure in the 20th century, they also borrowed the language.
Soon, “strategic alignment” replaced “agreement,” and “mission-critical” replaced “urgent.” Jargon evolved as a cultural signal—a way to show belonging, expertise, and confidence. However, over time, it stopped serving clarity and began fudging truths.

“Let’s ideate on that” – when smart-sounding isn’t smart

“Ideation” sounds clever, but it’s just thinking with extra syllables. The problem? When we use words that obscure meaning, listeners subconsciously lose trust. Over-complicating simple ideas makes you sound like you’re hiding behind language instead of leading with clarity.

Impactful and other empty calories of language

“Impactful” is the business equivalent of a motivational poster – vague, loud, and ultimately meaningless. A CEO once bragged about “the most impactful operation in corporate history.” What he meant: “the biggest acquisition we’ve ever made”. Clean, short, clear. Vagueness doesn’t inspire confidence; it signals spin. Clarity, not cleverness, earns respect.

“Firing? No, transforming!” — the trust trap of corporate euphemisms

Corporate euphemisms are the modern armour of leadership. “Right-sizing.” “Restructuring.” “Optimising outplacement potential.” They sound strategic, but they read as defensive. People don’t want polished language; they want straight talk. Honesty stings less than spin in the long run.

“Stay in your swim lane” — how jargon builds walls

“Swim lane.” “Move the needle.” “Bleeding edge.” These phrases once created shared shorthand. Now they create distance. Jargon can unite insiders, but it also excludes outsiders. Used too often, it turns collaboration into territory and performance into pretence.

“Leveraging core competencies” — why we do it, and how to stop

We use jargon because it feels safe. It signals intelligence, experience, and group membership. But over time, it erodes credibility.

To shift the culture:

• Ask yourself why. Does that term add clarity or just ego?
• Prioritise understanding. Your goal isn’t to impress; it’s to connect.
• Speak like a human. If it sounds weird out loud, it probably is.

Corporate jargon is the linguistic equivalent of fast food—it’s quick, addictive, and ultimately unsatisfying. Trust thrives on honesty and simplicity. So, the next time you’re tempted to “circle back,” say “let’s talk again.” Your audience—and your credibility—will thank you.

Get in touch

If you’d like to discuss this, or any other subject, please get in touch with Richard Costa, Consultancy Director, at richardc@gather.london

We’d love to know what you think.