It’s obvious that Dissolve nails this. What I love about it most is that Dissolve is in the business of selling stock footage. Again, clever advertising wins me over. Well done Dissolve. Well done. #slowclap
On another note, it reminded me of something that Scott Berkun said at integratED|PDX just last month. During his closing keynote, Scott mentioned a few words we have to stop using, and the one I feel stood out the most was innovation.
Innovation is one of those words that we think we all understand and assume we all understand it in the same way.
I’m not so sure of that.
All it really means is, “A new method, idea, product, etc." It’s a rather simple, even lackluster word. It’s just a fancy way of saying, “New!" Inherently, it doesn’t even imply that this newness makes anything better. Yet some of us wear it like a badge. We wield it, cutting through the tangled mess of the old school to make way for the illustriousness of the new school…I mean, innovative school.
I used to love throwing this word around. But I never really explained what I meant when I used innovative to precede words like: teaching, instruction, content, or learning. This is where the assumption that we all understand it the same way causes problems. My idea of new can and is often different than yours.
As part of this same keynote, Scott Berkun argued that in place of the word innovation (or any of it’s derivatives), we should actually explain what we are talking about; explain what is new and why it matters.
The overuse of the word innovation gives me the same buzz kill that I get when I hear people over use the word reform. Both words essentially have the same meaning (though reform does imply an actual improvement). They both denote making changes in something established. What changes, though? Both words are often used as an adjective or verb, but that is often it. Just an adjective. Just a verb. Only words. Words that fill blog post titles, tweets, or updates. I’d rather you explain the change to me. I’d rather see the change that is happening. Rhetoric only works on so many.
Buzzwords are my new buzz kill. That said, let me cast the first stone by dropping a large rock on my foot. I’ve drenched grant proposals with buzzwords. I’ve overused buzzwords in previous blog posts. I’ve smattered job applications and resumes with buzzwords. All for the same reason, to be pretentious. Buzzwords sound good. They make us sound smart. They catch your eye.
Is that who we really are? Is that who I really am? I don’t think so. I hope not.
We need to be more conscious of the words we use and how we toss them around. Sometimes less is more, but in this case I’d argue that more is more. Describe for me what you mean when you say innovation. Show me what new looks like and why it matters.
But that’s just me. Push back.