Crap 'Buzzwords'

I'm endlessly fascinated by business speak. Not only the language, but the way it's often described.

Recently I've had two bits of client feedback, which essentially asked me to corp-wash some of my copy. But the way they request it is interesting:

"We need to make this sound more positive."

"Can we add more warmth?"

Both of which can be interpreted, in practical terms, as "be less direct and add some fluff".

It's really just a series of euphemisms to avoid plain English, especially when talking about hiring and firing people, spending money, and anything to do with conflict.