“Garbage language isn’t unique to start-ups; it’s endemic to business itself, and the form it takes tends to reflect the operating economic metaphors of its day. [..]
The rise of big tech brought us computing and gaming metaphors: bandwidth, hack, the concept of double-clicking on something, the concept of talking off-line, the concept of leveling up. [...] The metaphors in that book [The Innovator’s Dilemma] had a militaristic strain: Firms won or lost battles. Business units were killed. A disk drive was revolutionary. The market was a radar screen. The missilelike attack of the desktop computer wounded minicomputer-makers. Over the next decade and a half, the language fully migrated from combative to New Agey: “I am now a true believer in bringing our whole selves to work,” wrote Sheryl Sandberg in Lean In, urging readers to seek their truth and find personal fulfillment. [...]
Our attraction to certain words surely reflects an inner yearning. Computer metaphors appeal to us because they imply futurism and hyperefficiency, while the language of self-empowerment hides a deeper anxiety about our relationship to work — a sense that what we’re doing may actually be trivial, that the reward of “free” snacks for cultural fealty is not an exchange that benefits us, that none of this was worth going into student debt for, and that we could be fired instantly for complaining on Slack about it. When we adopt words that connect us to a larger project — that simultaneously fold us into an institutional organism and insist on that institution’s worthiness — it is easier to pretend that our jobs are more interesting than they seem. Empowerment language is a self-marketing asset as much as anything else: a way of selling our jobs back to ourselves.”