Author: mark

DISRUPTIVE: “A disruptive innovation is an innovation that creates a new market and value network and eventually disrupts an existing market and value network, displacing established market leaders and alliances.” — Wikipedia entry for disruptive innovation

Hype. It’s what keeps me and other marketing folks in bread. But lest you heap all the blame for hype on your marketing department and ad agencies, consider this: the most prolific generator of hype is often the face in the mirror. You claim everything — your business process, your product, you yourself — is unique, bleeding edge, a sea change in the industry. I have attended meetings where executives demand plans to copy a successful competitor, then crow about how they’re going to disrupt the business firmament.

I suppose if you’re an early adopter of some disruptive innovation, you could lay claim to being a disruptor. The trouble is, everyone claims to be a disruptor. And Harvard Business Review has a problem with that:

In our experience, too many people who speak of “disruption” have not read a serious book or article on the subject. Too frequently, they use the term loosely to invoke the concept of innovation in support of whatever it is they wish to do. Many researchers, writers, and consultants use “disruptive innovation” to describe any situation in which an industry is shaken up and previously successful incumbents stumble. But that’s much too broad a usage.

Okay, this is a word site, not a business blog, so I’ll let you read up on what truly makes a disruptive model here, here, and here. The purpose of Lexicide is to showcase misuses of the word, such as this one:

Customer disdain for this ‘innovative and disruptive’ business model is only growing

Notice how carefully the quote avoids calling the subscription lingerie service a disruptive innovation. However, I’m sure Adore Me’s stakeholders were peeing in their panties with delight at the disruptive appellation. Ha. Anyone who lived through the Columbia House Record Club years knows how old the pay-each-month-because-you-forgot-to-cancel model is. Disruptive, my ass.

And anyhow, as the linked articles lay out, disruptive is not just plain old innovation. Like stakeholder and long tail, it has a specific, narrowly-defined business definition. Not that that will stop anyone from misusing the word.

Maybe it’s time we really disrupted the works. We could translate all our Powerpoint slides into Urdu. We could circulate all memos on cuneiform tablets. Or we could just correct our colleagues when they misuse words. Now that’s disruption I can support.

— Otto E. Mezzo

References:
https://hbr.org/2015/12/what-is-disruptive-innovation
http://www.economist.com/blogs/economist-explains/2015/01/economist-explains-15
https://en.wikipedia.org/wiki/Disruptive_innovation
http://finance.yahoo.com/news/customer-disdain-innovative-disruptive-business-000200667.html

One of the Lexicide staff writers used to work in Hollywood as a script reader. No, don’t applaud. It’s a terribly unglamorous job, he says. (Okay, fine, it was me.) Assistants at large agencies and production companies look for any way to eliminate scripts in their tall stacks of submissions. One easy trick is to trash any screenplay that bears a misspelled word or incorrect punctuation mark — or maybe one of these malapropisms. Lexicide is proud to have covered mute point, shoe in, and case and point. I would add change tact, which seems to carry the same crunky justification as free reign (“You’re letting the person have control, like a monarch, and you have to be tactful to change direction!”).

Inspired, I am now throwing out all memos or communications that misuse one or more of these phrases. Or if it doesn’t grab my interest in the first five pages. Come to think of it, what works for Hollywood would be a boom for corporations! Er, I mean boon.

Read the article: https://screencraft.org/2015/12/03/50-words-and-phrases-that-screenwriters-get-wrong/

You see it’s like a portmanteau—there are two meanings packed up into one word.
— Through the Looking Glass, Lewis Carroll

English is the world’s language, and it’s easy to see why. Maybe it’s British colonialism or American exceptionalism, but the way I see it, English is supreme because it’s so accommodating.** We have no Academy Anglaise shutting down innovation and forbidding loanwords. As a result, English is alive and vibrant, but it also festers with unorthodox orthography (courtesy of these foreign loanwords) and bad ideas gone horribly wrong.

Among these “ideas” are portmanteau words. Such creations are especially rife in the world of marketing, because creativity is our job, I guess. For example, we’ve given birth to infomercial and infotainment, to which Lex has added irritainment (his own personal handiwork). Likewise, we have advertorial (I’ve written many of these), which is an advertisement masquerading as a feature article. Imagine my surprise to encounter badvertising —bad advertising. I think. Users of the word can’t quite agree what it means. If you’re going to encourage the free market, you’ll have to put up with periodic chaos:

Smarketing — but shouldn’t all marketing be smart marketing?

Threepeat — is still a repeat, thank you.

Permalancer — a permanent freelancer is still a freelancer. (By the way, a created word that doesn’t attempt to be a pun is a neolexic portmanteau.)

Decruiting — because we enjoyed rightsizing so much.

Cremains — cremated remains are also called “ashes,” a word that doesn’t invoke the callousness and fallen stomach this word does. Matt from Virginia (a journalist, not an undertaker), offered this word and comments, “It strikes me as one of those jargon terms that ought to remain in the shop and not be used with clients, and yet it is.”

Any formation with man (mansplain, mancriminate, manspreading) — we’ve covered the idiocy of murse, meggings, and mandals. I concede the man words have an edge of misandry which makes them both telling and funny.

Any formation with mom — Stephanie also-from-Virginia writes: “Last night I heard one that made me cringe. Momager. It was in reference to Kris Jenner, which I think made it even more painful.” Agreed. More positive is momtrepreneur, but again, it’s redundant. Isn’t entrepreneur sufficient?

Sometimes, though, the coal vein produces diamonds. Three we like:

Procrasturbation — suggested by Erik in California. Since this is a family-friendly site, I’m going to assume it involves putting off productive work by navel-gazing.

Blamestorming — No explanation needed.

Portmanteau — Lewis Carroll created the lexical meaning, but he didn’t create the word. It already existed in English to describe a suitcase for clothing, made by combining the French porter (to carry) and manteau (cloak) — in other words, portmanteau is itself a portmanteau. Now that’s meta. Cue Xzibit!

— Otto E. Mezzo

*Because I used the word, here is a turducken.

**English is by no means the king of compound words. That distinction likely goes to German (and also Dutch), which has no beef about stringing together endless trains of words to create new ones. For example: Rindfleischetikettierungsueberwachungsaufgabenuebertragungsgesetz — literally “bovine-flesh-labeling-over-watching-on-give-over-carrying-out-law” — describes a “law delegating beef label monitoring.”