Tuesday, August 06, 2013
Marketing cliche to ban: "Action"

Again, I'm not sure if this is a marketing cliche or if people on other planets use it... But the phrases:

"Take an action to..."
"I'm going to action that..."
"Can you make sure you action your action..."

... Should be removed from the universe. Similarly to how "put a call into" demotes your role into leaving people voicemails and following up with email, "taking an action to..." removes any actual 'doing' from your role and reduces it to sitting in meetings and writing lists of stuff you're going to do at some point in the future.

I like the exciting doing bit of my job. Next time you want me to do something, use the appropriate verb on its own.