Imagine for a moment that people spoke in real life as they do in the hyped-up tech-industry announcements we’ve grown used to. That the barista told you the latte you’re about to drink is unique, transformative, revolutionary. We’d stare at them oddly, wish them a lovely day, and move slowly away. Yet in the bizarre world of tech marketing, that’s exactly what we all put up with every day.
At the risk of triggering your flight-or-fight instincts, allow me to share some giveaway words. Top of my list: leverage, and, in particular, leveraging. I’m not a language snob, angry at the verbifying of a noun; heck, I just used the word verbifying, so I have no pride. I’m angry because it’s so hackneyed, so over-used, that its sole remaining meaning…
