Marketing Communication Breakdown.

Jargon often develops as a kind of short-hand designed to speed up communication about frequently discussed ideas. It is inclusive - a signifier of one having passed some rite of passage and developed a level of expertise that binds you to the gang. Trouble is, that also excludes those who are new to the game.

Some people contend that jargon is good exactly because it binds people to the world of the product/service. They have a point. Inclusivity is a great goal. But does it have to be so excluding?

It's worth thinking of better ways to welcome engagement with your business and to reward customer achivement and user effort without putting up pscyhological barriers to entry? The best jargon is simultaneously inclusive and exclusive - that which resonates with your distinctive voice but is couched in self-explanatory language.

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