Home > Business > Everyone needs to synergise backward overflow*

Everyone needs to synergise backward overflow*

Even though it has no meaning…


Lucy Kellaway, an FT columnist has a excellent column (as usual) on the relationship between language and business. She compares Apple’s “direct, comic and elegantly threatening” app guidelines for developers:

“We have over 250,000 apps in the App Store. We don’t need any more Fart apps. If your app doesn’t do something useful or provide some form of lasting entertainment, it may not be accepted.”

“We will reject apps for any content or behaviour that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said, I’ll know it when I see it. And we think that you will also know it when you cross it.”

And Microsoft website’s description of it’s browser which:

“delivers a richer, faster, and more business-ready Web experience. Architected to run HTML 5, the beta enables developers to utilise standardised mark-up language across multiple browsers”

She then gives an example of the same thing written in both “business-speak” and “normal-speak”.

Bob Jeffrey, the head of JWT, in which he describes what his vast and successful advertising agency does: “Global consumers are rapidly re-evaluating and readjusting their value paradigms and purchasing decisions. Our job is to keep our ear to the ground with these consumers, providing relevant real-time insight to our clients that inspires cutting-edge, cost-efficient solutions.”

… [OR]

The Apple version of this would be something like: “Consumers can change so we try to keep up.” This version reads better, but it is not hard to see why Mr Jeffrey didn’t put it that way. “A relevant real-time insight” sounds like something that a befuddled client might pay more money for.


* “Synergising backward overflow” is ‘Jack Donaghy’s’ (30 Rock) go to phrase for anything business related.

Via this post I found the “Web Economy Bullsh*t Generator.” Example: “matrix cutting-edge e-business”. Enjoy.

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