Regarding your recent Daily Tip not to use so much jargon, I’d like to push back. I’m partial to using buzzwords. Isn’t the whole reason they take off that they capture something about the times or the issue at hand?
To be sure, jargon, even the corporate variety, is not always a bad thing. Specialized language can add precision to business communication and foster “in group” feelings such as when you throw ophthalmological terms around at VEW. The secret is in choosing your audience and not letting jargon make you sound cold or even inhuman, says Stanford Business professor Huggy Rao, co-author of the Friction Project. “You don’t need an arsenal of tactics to beat jargon monoxide,” says Rao. “Every time you say something, ask yourself: can a 10-year-old understand this easily? If the answer is yes, it will scale across a company of 10,000 people.”
I have high hopes for this holiday season, with plans for a big VIP event and other marketing efforts for my high-end optical. How can I launch effectively so everyone’s on the same page and we quickly build momentum in the right direction?
Start with a comprehensive “project kickoff.” Gather your team early to clarify your holiday vision — whether it’s the exclusive VIP event, launching a curated collection, or offering personalized gifting concierge services. It’s essential to communicate the “why” — how these efforts will elevate your brand, create memorable experiences for your clients, and drive your store’s growth and profitability. Next, clearly outline each team member’s responsibilities. Clear roles prevent overlap, reduce confusion, and ensure accountability, creating a cohesive and professional campaign. Discuss the potential trade-offs that might need to be made. For instance, if your goal is a high-touch VIP evening, timing is crucial — everything must be ready by the set date, which might mean other regular tasks and customer outreach are sacrificed to ensure a successful big night. Set your timeline thoughtfully but only after defining the scope of the campaign and each team member’s role. Break down your campaign into milestones, such as securing exclusive inventory, personalized client invitations, deadline for RSVP, social media support, and the event itself. Celebrating small wins along the way will build momentum, motivate your team, and ensure everyone stays focused on your holiday goals. If you’d like more ideas on how to throw a successful event, stay tuned for the October issue cover story and good luck!
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