Not too long ago a colleague asked us for feedback, he had received the picture for a banner up and wanted to know if it would do what he hoped for.

One of us suggested that what he needs to do, is use one of the buzzwords in his field. It would create enough attention for people to slow down and become curious about his work.

While it can be sensible advice to create attention and a sense of hope, it is unlikely that people would know what he does. Buzzwords only allow locating something within a current of time. Those using them may do so out of a fear of missing out on being with the early adopters. Those recognizing the buzzword then seek the comfort of being in a group of like-minded people.

The comfort is enough. It is reassuring them and allows them to let go of the fact that they don’t know what the buzzword is used for in the given case.

Buzzwords make a good example and help see what Richard P. Feynman meant when he said: “I learned very early the difference between knowing the name of something and knowing something.”

It is a reminder, that using buzzwords to present oneself also defines the relationship with those coming to you because of the buzzword.