Execs are ‘super excited’ about everything. There is no dynamic range at all. They appear to have no opinions and no judgement because their opinion is always that everything is awesome. When the audience knows that stuff is either normal-level ok or actually fucked up, this message is insulting to receive.
Worse, it trains people downstream that shiny happy is the only valid comms. Hard to escalate a concern when you don’t know how to start the message with how super excited you are about it.
If everything is at a “10” in linguistic intensity (“Incredible”, “Legendary”, “GOAT”) then nothing is exceptional.
It’s the linguistic equivalent of a Dorito chip.
I’m American and this marketing/corporate speak drives me up the wall. I have a harder time respecting the judgement of people who thoughtlessly speak this way.
Execs are ‘super excited’ about everything. There is no dynamic range at all. They appear to have no opinions and no judgement because their opinion is always that everything is awesome. When the audience knows that stuff is either normal-level ok or actually fucked up, this message is insulting to receive.
Worse, it trains people downstream that shiny happy is the only valid comms. Hard to escalate a concern when you don’t know how to start the message with how super excited you are about it.
It drove me crazy during my corporate period.