WZDX Fox 54

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Linguistic gobbledygook as a signal of lost creativity and vitality is only one way language can betray trouble at a company. Pomposity in regards to your purpose or vision is another. Your company could be winning in the marketplace, asserts a Fast Company article by Ryan Clancy , but when you start talking about grandiose plans to improve the world, there's often trouble ahead. "You can't define your purpose as 'saving lives' when you go to Davos and define it as delivering shareholder value everywhere else," he writes. "Take Google for example, which once famously proclaimed 'don't be evil' as its guiding principle. Critics have been turning that mantra back on Google ever since, calling the company hypocrites every time their corporate strategies on issues such as labor, privacy, and taxes fall short of perfection." Getting ahead of yourself when it comes to purpose, not only turns off commentators and potential employees, but also confuses customers, making it harder to understand and communicate what it is you actually do as a company.

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