This TechCrunch article by Robin Wauters about overused, trite, and ultimately meaningless jargon in press releases is right on the money:
10 Words I Would Love To See Banned From Press Releases.
I had a lot of these same terms on my “never ever use” list when I used to edit government proposals. This stuff would always come up in the company’s rah-rah-we’re-the-best-contractor-ever section, usually called Capabilities.
The advice here also applies to marketing communications. Why use the same meaningless, fluffy terminology that everyone else uses? Be different: make your case without all the jargon.
