Nobody likes jargon (they're just scared)

In some industries, jargon might make people feel safe. Like whoever they're buying from is a real, big-boy, "legit" company.

But puffy buzzwords that everyone's saying aren't actually impressing anyone. And since they're already all agreed upon by their nature, they wind up melding whoever uses them into the same homogeneous corporate sludge.

Sometimes particularly conservative buyers in particularly conservative markets might feel safer buying sludge guaranteed not to kill them than some unknown entity.

But the one thing every single buyer will prefer every single time is pure refined truth, that's crystal clear, precise and refreshingly different.

Except that's way harder than just regurgitating Gartner.