Ever notice lately that a huge number of companies are using the word “solutions” in their company name, and job titles?  Examples: Marketing solutions specialist. Business solutions manager. Customer solutions advocate. Or, how about…  Acme Sanitary Solutions (translation: a janitorial service), or ABC telecommunications Solutions (translation: a cell phone service). Really?  Why can’t we just call things what they are instead of taking the lazy way out and making it so general that people don’t know what the heck the company does? This happens in cycles. I remember during the late 1970s-early 1980s, when everyone was using the word “system” to describe their company or product. A toothbrush suddenly became an oral hygiene “system”.  Come on people. Be original. Be creative. Stop trying to make your job or company sound more sophisticated than it is to impress us. Don’t just jump on the bandwagon because everyone else is using a buzzword. Oh, one other buzzword I’ve come to despise – “disrupt”. Everyone is claiming to disrupt an industry but chances are that only a very few will actually do it.

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