Knowing the right buzzwords can help you prove to clients that you know what youโre talking about. Yet, not all buzzwords are created equal, and some may even paint you in a bad light.
In my experience as a marketing consultant, good buzzwords are widely understood, not cliche, and propel the conversation forward. After โconsultingโ some of the best consultants in the industry, Iโve created a list of which buzzwords/phrases can make you look like an expert and which ones you should avoid. If youโre an aspiring consultant, check out these terms to be in the know.
Table of Contents
- 15 Consulting BuzzWords and Phrases You Need to Know
- 15 Consulting BuzzWords and Phrases to Avoid
15 Consulting Buzzwords and Phrases You Need to Know
1. โLow-Hanging Fruitโ or โQuick Winsโ
In conversations about improving my clientโs marketing strategies, the terms โlow-hanging fruitโ or โquick winsโ inevitably come up. These terms mean easy fixes a client can make that will make a big difference.
These terms donโt only apply to marketing. Think about a traditional business consultant who comes into an organization to identify which things are working and which arenโt. Some issues might require a lot of money and effort (e.g., fire your sales team and rehire better ones), while others need only a quick solution (e.g., have sales staff include a scheduler link in their signature).
2. โPipelineโ
In consulting, a pipeline refers to upcoming projects that a team or a business has coming up. For example, a product team plans to launch a new product in their pipeline over the next six months. When talking to clients, use the term pipeline as a general phrase to refer to everything they have on their plate within a specific amount of time (three months, six months, a year, etc.).
3. โDeliverableโ
A deliverable is any physical or online piece of content, spreadsheet, document, legal brief, etc. that a team needs to complete a project. For example, a project is coming down the โpipelineโ and still needs quite a few โdeliverablesโ before assignments can be made.
Image Source
In my experience, itโs easy to get bogged down in conversations with clients when you start identifying every single part of a project that must be completed. Remember, as a consultant, youโre there to help them see the big picture and address the finer details.
Using a term like โdeliverable(s)โ can help the conversation keep moving by not getting too into the nitty-gritty of what each deliverable actually is.
4. โAction Planโ
An action plan includes any set deadlines, items that need to be completed, resources, and assigning who is responsible for each task/implementation. Your action plan should be both time-sensitive and specific so you can measure success.
When talking to clients, I often use the phrase โaction planโ to bring back focus if we get off topic or are speaking too hypothetically and not enough about specific plans.
5. โCo-Creationโ or โEnablementโ
Co-creation or enablement refers to when clients and consultants work together to identify problems and solutions. While a consultant can come in blind and try to find any problems and solutions, everyone is going to be more successful if there is team enablement that leads to the co-creation of an action plan.
Joseph Whiting, a solutions consultant for Lucid software, says he likes these two buzzwords because โwe donโt wanna just sit back and wait for your solution; we wanna see you diagnose and build it. Iโm loving the engagement of clients who want to be part of the process instead of just sitting back and waiting for our recommendations.โ
6. โExecutive Buy-Inโ
When deciding on budgets, hiring, or any major change, you often need โexecutive buy-in,โ which essentially means making sure the company’s higher-ups are on board with the decision.
I think the phrase โexecutive buy-inโ is useful in consulting conversations because you almost always need executives to sign off on the changes you plan to make at a company. In fact, if most of your proposed changes for a company are small enough that they donโt need executive buy-in, thereโs a good chance youโre thinking too small.
7. โPain Pointโ
The buzzword โpain pointโ refers to a recurring or persistent problem that inconveniences and makes clientsโ lives harder. As a consultant, your primary job will be addressing customer pain points. Whether you actually use the phrase in conversation or just work on addressing your clientโs concerns, itโs still a critical buzzword to know about.
8. โReturn On Investmentโ (ROI)
No matter which type of consulting you perform, your clients will expect you to understand the term ROI. The term โreturn on investmentโ can be used as precisely as an actual revenue number clients hope to reach in a specific amount of time or as broadly as a general term for a good investment. You can even calculate an exact ROI using free Excel templates and formulas.
9. โArtificial Intelligenceโ (AI)
Ok, so artificial intelligence is more than just a buzzword โ itโs a computer feature that simulates human intelligence and problem-solving capabilities. But AI is a hot topic, so itโs an important phrase to address in your consulting meetings. Subscribe to the HubSpot AI blog to get more information on how to incorporate AI into your consulting pitches.
10. โDisruptiveโ or โDisruptionโ
โDisruptiveโ consulting works to identify and capitalize on opportunities in the marketplace. Itโs an easy label for decisions that pose a risk but could potentially bring a lot of rewards.
Adam Nielson describes this as โfixing, refining, maintaining, and mending are fantastic actions, and thereโs no need to label them as disruption โ or worse โ avoid any action because it isnโt cool like disruption.โ
Nielson notes that if he uses the word disruption, thereโs likely a huge risk involved.
โWe are going into the unknown, and as much as I hope to change the relationship status on this venture from โdisruptiveโ to โmassive and unequivocal success,โ I have to (9 times out of 10) be ready to mark it as a โdead-end.โ If I canโt do that, I know it wasnโt a disruption after all,โ Nielson says.
11. โKey Performance Indicatorsโ (KPIs)
KPI is an acronym for key performance indicators, which measure performance and progress toward a specific goal over time. You can measure almost infinite KPIs, so your job as a consultant is to establish which ones are most important to your clients and how they would like to measure them. Check out this blog on choosing KPIs for your customers.
12. โIdeationโ
Ideation refers to the ideation phase or brainstorming, where you create theoretical ideas to solve problems. I think this is an important phrase for consultants to know because itโs still used frequently in office culture and itโs an important part of the consulting process.
13. โCompound Annual Growth Rateโ (CAGR)
CAGR is the rate of return a company uses to describe the growth of its investment over the course of a year. This is an important phrase for all consultants to know when discussing a companyโs financial state. Get familiar with CAGR by checking out this blog on how to calculate your compound annual growth rate in Excel.
14. โSlide Deckโ or โDeckโ
A slide deck is essentially just a PowerPoint presentation or slide show that describes what you can do for a company as a consultant. Remember, a good slide deck should describe:
- What you do as a consultant.
- The problem that the company faces (show you understand).
- Proposed solutions.
- Your credentials/expertise.
- What the next steps are.
Make sure to cover all these details in your slide deck so your clients know your process.
Image Source
15. โTime vs. Valueโ
Time is an obvious constraint โ you will have to bill clients for the hours you work, and that wonโt change. However, you can always work on offering more value for the time you work.
I think this phrase is a great one to bring up in hiring conversations when you initially talk with clients. Having a good understanding of what value you bring to the table can go a long way in being chosen as a consultant.
โClients appreciate it when you understand their needs and go above and beyond to provide outstanding value. This builds trust and loyalty and allows you to command premium pricing. The key is quantifying that value through metrics that resonate,โ says Consultant Raja Narayana.
15 Consulting Buzzwords and Phrases to Avoid
Some buzzwords can make you seem like youโre trying too hard to be an expert without saying something of real value.
Noel Diggs, a digital marketing consultant who has worked with brands such as Converse, DoorDash, and TripAdvisor, explains that sometimes buzzwords can become โubiquitous in the day-to-day.โ
While overused buzzwords do โhave a function and purpose,โ he believes some buzzwords have โbecome oversaturated in a business context and are starting to lose their value. Before, these used to be words to call your attention to impactful insights, meaningful actions, or future initiatives. Now, these have almost become more commonplace and lost a bit of their value.โ
1. โLeverageโ
The definition of leverage is the balance of the cost to deliver a project versus the projected revenue gained. Youโve probably heard this word a lot in consulting conversations, and itโs becoming overused.
โSometimes, you may hear the word โleverageโ used several times in a meeting; itโs understandable that one insight may lead to another or the potential for action, but simply referring to everyone as โleverageโ removes the priority. Which initiatives should be structured first? Which have the most potential?โ Noel Diggs says.
2. โLetโs circle back.โ
โLetโs circle backโ is often heard during a meeting when someone wants to change the topic or doesnโt want to address an issue right then.
Joseph Whiting is a consultant who has worked in fintech, non-profits, government, and tech startups as an innovation and design thinking coach.
Whiting says this phrase is often โused by people who donโt like the direction of the discussion and, instead of addressing their concerns, they punt the important discussion to another meeting with the hopes that they can either kill the topic or sway the group beforehand. This is not a productive route.โ
3. โIn the Weedsโ
The phrase โin the weedsโ refers to being so involved or tangled up in small details that youโre unable to see the big picture.
My real issue with the phrase โin the weedsโ is that it undervalues how important it is to dig deep into a projectโs details. I believe that at least one team member should be โin the weedsโ at one time, and if a conversation gets too โin the weeds,โ it doesnโt mean that it isnโt worth talking about.
4. โUnderperformingโ
Underperforming is a consulting phrase that means youโre not meeting the required expectations. The phrase applies to staff, programs, projects, products, etc. I think the term underperforming is too severe.
Adam Nielson is a consultant who has worked with Adobe, Amazon, Ancestry, and Cloudinary. He says that the phrase underperforming โends up siloing people and treating systems like they are geared like a Swiss watch when they are much more organic and fantastic.โ
Nielson compares this idea to the human body.
He explains, โIf I were to separate tendons (so wonderful and flexible) from bones (they take up so much space!) and muscle (my gosh, these things are always asking for more protein!) โ I would be a fool.โ
Beyond that, he says, people need to look at the bigger picture.
โI would also be a fool to ignore that Iโve been running everything on steroids, Cliffbars, and halftime speeches rather than taking the time for muscles to repair, bones to build bonds, and ligaments to stretch,โ he expands. โUnderperforming is a descriptor best left to times and places where curiosity is also present.โ
5. โDrill Downโ
Similar to โin the weeds,โ โdrill downโ refers to getting a more specific view of data in a program like Excel. In consulting, it means getting more specific on a certain subject. I donโt think consultants should use the term โdrill downโ because itโs been used so much in corporate jargon that itโs both cliche and easier to just say what you mean.
6. โSynergyโ
The definition of synergy is when two parties come together to work on a project and produce a greater result than they could have on their own. If youโre still using the word synergy in 2024, the nineties just called and want their word back. But really, synergy wasnโt a useful word when it was popular three decades ago, and itโs aged even worse.
7. โParadigm Shiftโ
A paradigm shift is a fundamental change in approach or underlying assumptions. Iโve heard this phrase only a couple of times in consulting conversations, probably for the same reason I donโt like the phrase. In my opinion, the phrase is almost always used in a vague way to refer to changing someoneโs perspective.
To me, it feels like saying โwe need a paradigm shiftโ sounds intelligent but isnโt really creating a concrete plan or moving the conversation forward. In fact, it can be used in a way that stops conversation because people can then be afraid to share their opinions because theyโre worried about not thinking differently enough.
8. โGreenfield Opportunityโ
A greenfield opportunity is a venture that offers an exciting opportunity for a company. Iโve heard consultants use this phrase when they think an opportunity can be exciting and rewarding for a company, but I think itโs a little too specific to our industry for clients to easily pick up on what youโre saying.
Until this phrase becomes more widely used, Iโd keep it out of conversations.
9. โThink outside the box.โ
Similar to the phrase โparadigm shift,โ the phrase โthink outside the boxโ means to think about something with a different, unique, or new perspective. The problem with this phrase is itโs unclear how to successfully accomplish thinking outside the box.
Itโs also been so overused that itโs become cliche and trite. If you want to encourage your clients to think differently, give them brainstorming exercises that actually get the ideas flowing, not a meaningless command.
10. โAt the End of The Dayโ
The phrase โat the end of the dayโ can be used interchangeably with โultimatelyโ or โfinally.โ Have you noticed a lot of these buzzwords you shouldnโt use can halt a conversation? Using this phrase can make your client feel like you arenโt listening to them or you believe you have the final say on a decision.
Instead, give your expert opinion and open it up for discussion. You might be surprised by what feedback you receive.
11. โSmell Testโ or โSniff Testโ
A smell test is when a certain decision or understanding is being challenged, similar to smelling food or drink to see if itโs gone bad. I really dislike this phrase because itโs both an oddly gross metaphor and not used enough for it to be clear what youโre saying.
Instead of saying โsmell test,โ Iโd explain why Iโm not on board with a certain take.
12. โBest Practiceโ
โBest practiceโ refers to what is considered the best solution in whichever industry you are speaking about.
I donโt think this phrase is inherently bad; Iโve just heard it used in a way that touts authority with little to back it up. If youโre going to tell a client that a certain direction is considered best practice, you need to have data and real-life experiences to back that claim up.
Not only will this make your suggestion more compelling, but the client can discern if they think this will apply to their situation.
13. โBoil the Oceanโ
You might have heard this phrase used when someone thinks a task is impossible or too much work. They might say something like โLetโs not boil the ocean,โ meaning, letโs not take on too much work. This phrase makes its way onto the avoid list for being too vague and a conversation stopper.
If you or your client think a task is too hard, identify what makes it too hard or what could be done to simplify it. Simplifying difficult tasks is an important skill for any consultant, so take this opportunity to challenge yourself instead of dismissing it altogether.
14. โI need someone who can hit the ground running.โ
This phrase is likely to strike fear into the hearts of anyone who hears it because it basically means that the project is already behind before you even start.
Whether you use this phrase or you have a client who uses it when speaking to you, be sure to set clear expectations of what a reasonable amount of work is. No one should have to burn out quickly on a project just because it wasnโt timed correctly.
15. โDo more with less.โ
Iโve heard the phrase โdo more with lessโ quite a few times as a marketing consultant, and it essentially means to make resources go further than they normally would. Consultant Adam Nielson describes his distaste of the phrase with a metaphor.
โDid you know that macaroni and cheese can last for weeks if it tastes bad to begin with? All you have to do is cut the recommended butter amount by half, water down the dry milk โฆ add the noodles, cook it, then let it coagulate in an old peanut butter container that you set out every lunch,โ he says.
Then, he continues, donโt let anyone eat anything else until it’s gone. โWell, let me tell you, there is a point when this unending tub of microwaved macaroni and cheese isnโt macaroni and cheese as much as it is gluten strands and dairy proteins,โ he notes.
So, when it comes to doing more with less, think of terrible, off-brand mac and cheese that youโll need to eat for weeks.
โOnce doing more with less becomes the standard, things get deeply miserable, and pretty soon, a lot of time goes into convincing people that less really is more,โ Nielson says.
Use the Buzzwords That Really Work
Consulting buzzwords and phrases definitely have their time and place. They can save you time if they encapsulate an idea without needing an explanation. I think itโs best to only use buzzwords that are widely known and contribute to the conversation. If you find yourself using a phrase/word that stops conversation or is confusing, be sure to take a step back and make sure everyone can understand.