Let’s Retire These Phrases for Good

Grant Heston | September 24, 2024

Last month, I asked my LinkedIn connections to share the "comms/marketing phrases that you wish would go away.” Of the more than 80 comments and suggestions, here are the four most relevant themes (along with my thoughts). Let me know what you think!

4. “We need a logo.” (Bob Saydlowski) – Few things signal danger like someone asking for a logo at the start of a project. That’s about the last thing on my mind: inspiration, mission, goals, audience, measurables, etc., all come first.

3. “We’ve always done it that way.” (Ryan Morabito) – That’s an innovation stopper right there. Which is why at my previous institution we had the phrase in this photo displayed in our Communications and Marketing office. “We Believe If There’s A Better Way, We Should Do It.” It sent a message.

2. “We are a best-kept secret.” (Jaime Hunt and J.R. Hipple) – No one -- no one -- thinks the world knows enough about them. Hand-to-God true story: A university leader once told me that people did not know enough about his institution. He worked at Harvard! And knowledge itself isn't the point -- our work is about influencing outcomes.

1. “Will the marketing team pretty it up?” (Jenny Owen, Christine Dellert Mullon and Shira Pollard) – Marketing is the merging of science and art. Just like data, photos, graphics and design are strategic aspects of achieving a goal. “Make it pretty” sounds like we’re in the third grade. Few phrases rile me up like this one 😀

Next up, the communications and marketing phrases we love to hear!