They are everywhere, they annoy us, and yet we continue to use them somewhat automatically. 😱 We are obviously talking about the empty words of communication, these terms which no longer mean anything, whose only effect remains that of horrifying. To save your messages from this ridiculous jargon, the We Are COM team you share his little lexical detox dictionaryLet's replace this empty and overused vocabulary with more expressive and stylish alternatives. 🥊 The weaning process will be long, but we will succeed!
#1 – Authenticity
But where does it actually come from? From the Greek " authentickos translate: "who acts on his own, who is true to himself" ».
Why did the COM seize upon this? To fight against the fake Communications professionals have developed the (bad) habit of brandishing their "authenticity" as a guarantee of sincerity. But authenticity is not a strategy in itself; it must be the result.
📣 The alternative? Instead of being authentic, what if your message was simply unfiltered, spontaneous, raw, pure, or even true? There are plenty of alternatives; it's up to you to find the term that best reflects who you are. 😉
#2 – Kindness
But where does it actually come from? In Latin, " benevolentia " meant " want good Etymologically, this term therefore represents an active disposition to show kindness.
Why did the COM seize upon this? Because in a stressful and sometimes anxiety-inducing world, it looks good; it gives a reassuring and human touch. The word "caring" is the ultimate overused argument in HR discourse and management charters.
📣 The alternative? Avoid overusing this empty shell by instead adopting a culture of listening, genuine attention, mutual respect, healthy management…
#3 – Innovation
But where does it actually come from? It comes from the Latin " innovare », a verb that describes a real and profound change. Literally, it means: " introduce something new, renew, change ».
Why did the COM seize upon this? Because it's a magic word, instantly eliciting reactions from investors, clients, and employees, at least on the surface. Unfortunately, most of the time when we talk about innovation, we're simply talking about a good idea from the day before, brought up to date.
📣 The alternative? Rather than falling into this easy trap, identify what you truly want to highlight: a creative breakthrough, an original solution, a new approach, a fresh idea…
#4 – Agile
But where does it actually come from? « Agile ", it's " quick, quick to act ", in Latin. More precisely, it is the ability to adapt quickly to change.
Why did the COM seize upon this? This catch-all word, at the vibe a little startup, refers today to an idea of modernity, efficiency and flexibility… Even when it's false! We'll even go further and say that "agility" is a catch-all term, most often used to make people forget the lack of method in a project carried out in haste.
📣 The alternative? Adaptive, flexible, responsive, quick to pivot… These are all words that could describe the ability to cope with the most complicated situations.
#5 – Values
But where does it actually come from? From the Latin " valere », who are " to have strength, to have value That is what is considered worthy and important.
Why did the COM seize upon this? Because it sounds serious, profound, ethical, and looks good in bold on a slide! It's magical; the word "value" makes a company seem human on paper, without actually embodying anything.
📣 The alternative? What truly matters is not your values, but your convictions, your principles, your team pillars, your code of conduct…
#6 – Commitment
But where does it actually come from? This time, no Greek or Latin root, but French. The commitment comes from the verb " to commit ", is " to bind oneself by a word or by an action ».
Why did the COM seize upon this? Because this term gives the impression of genuine collective action: it sounds responsible, civic-minded, and activist. But more often than not, engagement (and its companion, the famous engagement rate) is completely disconnected from actual action.
📣 The alternative? Why not talk about involvement, mobilization, participation, concrete contribution or strong action?
#7 – Disruptive
But where does it actually come from? In Latin disrumpere ", it's " break, shatter This verb therefore evokes a breakup!
Why did the COM seize upon this? To play the rebel, to break the rules while staying within the bounds. This term, which is meant to sound cool and startup friendly is too often wrongly used to describe barely original ideas that do not break any order.
📣 The alternative? Do you want to shake up the established model? Then be bold, unconventional, disruptive, outside the box, innovative, unexpected…
#8 – Leadership
But where does it actually come from? From Old English lædan ", a verb synonymous with " to guide, to lead "A leader is someone who trains and inspires."
Why did the COM seize upon this? Communication forgets the profound meaning of this term, its capacity to mobilize and engage a group. to wrongly make it a synonym for the term "authority". Too often brandished like a trophy, this superficial and meaningless word no longer has anything to do with its original meaning.
📣 The alternative? The list is long: empowering presence, team driver, inspiring influence, exemplary conduct, ability to unite…
#9 – Strategic
But where does it actually come from? From Greek. In that language, " strategists " is a term that refers to " a general, a war leader "In fact, this relates to major orientations, conceived with a long-term perspective."
Why did the COM seize upon this? Because it lends weight to any argument. At least, that's what too many communications professionals think. In reality, it's used to sell a banal idea, as if it were a g.
📣 The alternative? Maintain credibility by discussing structuring direction, priority issues, visionary leadership, decision-making stance, decisive action plan…
#10 – Transversal
But where does it actually come from? « Transversus ", in Latin, means "diagonally, across ».
Why did the COM seize upon this? Simply because it gives the illusion of collective action, of breaking down silos and interdisciplinary coordination. But let's be honest, doesn't this term most often mask organizational ambiguity?
📣 The alternative? We like the term "collective," at least it says what it means. But you also have adjectives such as: interfunctional, shared, open-plan…
👉 Ultimately, communication doesn't need shiny words, it needs words that speak. What if this year became the year where we speak simply, clearly, and usefully again? 🧃 The detox starts now!
Images: Freepik
