Jargon, jargon everywhere, but is it really useful in your career?

Some of my MBA students don’t entirely appreciate the value of the corporate world’s jargon and resist learning it. There is skepticism that it is in fact used in the real world. If I insist on the use of appropriate jargon, during say a case study discussion, the class splits into complete naysayers, engaged adopters, and fence-sitters. Is it required and worth the trouble? That’s the question I am often asked. Here is my view about jargon.

If the brakes fail to work in your car, how would you describe the incident to a friend? One option is to say, “the brakes failed”. Another more circuitous route is to explain the multiple physical actions that you engaged in, which leg applied how much pressure in what sequence, in your abortive attempt to bring the car to a halt before it smashed into the unsuspecting chappie ahead of you. Which is the more efficient narrative?

Jargon is the efficiency accelerator of any specialized field. When it comes to science, there is a specific meaning attached to terms like work, pressure, heat, motion, and so on. Music can be written in score sheets using established rules to represent notes, chords, timing, etc. Chefs will give terse instructions to their teams while preparing a masterful delicacy. Here too flavor, texture, consistency, mouthfeel, all have a distinct meaning. Correctly following the recipe in a restaurant can ensure that even a simple starter at the buffet becomes a work of art every single time it is prepared.

The close-knit relation of jargon and the corporate world

It is no different in the corporate world. Operating Profit is not the same as Net Profit after tax. Brand Equity has a clear definition and Marketing executives know exactly what they mean when referring to brand positioning, brand image, brand personality, brand associations, and on it goes. Using these terms interchangeably leads to miscommunication and incorrect direction setting for business teams. In extreme cases, it could break a healthy business and get someone fired.

But if none of this is convincing, then consider this.

Companies visiting campus for recruitment look for smart, well-groomed, articulate go-getters with clear life goals and a will to succeed. Equally, they look for candidates who don’t need endless training in the fundamentals, students who know the language of business and will not need to be taught the corporate alphabet from scratch. Those who have learned and mastered the basics and are ready to start producing results from day one are usually preferred.

The term Management Trainee is a bit of a misnomer. Sure, there is coaching and job rotation through different departments and small projects to identify the potential winners as they come off the starting blocks. But the fact is that those trainees who make the early contributions and hit the ground running are more valued than the slow learners who need unlimited support to write their first business proposal. Every experienced executive will tell you that he prefers an MT who needs no training and is halfway down the track from day one to someone who must first be taught how to tie his shoelaces.

Also read: 10 quirky business school terms every MBA student should know about!

What's with the jargon, Prof?

Look at it this way, students. You will learn the language of business, eventually. I suggest you use the two years on campus to get a head start. Sure, a career is a marathon. But, no harm in being first off when the starting bell rings. In a crowded placement process, where all students are like unbranded commodities in a supermarket, give yourself a small advantage and stand apart from the crowd.

I wish each of you all the best in your _______ (choose one of the following options)

1) occupation undertaken for a significant period of a person’s life with opportunities for progress

2) career

From the author's desk:

Elkana Ezekiel

Adjunct Professor of Marketing, IMT – Ghaziabad

He is an experienced FMCG professional with 28 years of experience in Marketing, Strategy and General management. Prof. Elkana has worked at respected companies like Samsung, Colgate Palmolive, Parle Products, Johnson & Johnson, and Zydus Wellness where he built or nurtured well-known brands like Stayfree, Parle-G, Band-Aid, Johnson’s Baby, Sugar Free and Nutralite. Currently he is an adjunct faculty at IMT Ghaziabad and an independent business and strategy consultant.