Are you using Techno-Latin in your corporate communication?

Around the year 2001 I read the book “The Cluetrain Manifesto“. One of the authors of this book was a guy called Doc Searls, a very popular early blogger. Doc Searls has been described as “one of the deep thinkers in the blog movement”.




I loved the book, but that is not what this blog is about. Searls wrote a piece regarding the language being used by the technology industry to describe its products, services, and what they do. He called this language Technolatin – “a vocabulary of vague but precise-sounding words that work like the blank tiles in Scrabble: you can use them anywhere, but they have no value.”

His article on the subject is brilliant and funny. If you look at websites of many technology companies even today, you will find the prevalence of Technolatin. Sad but true.


3 comments on “Are you using Techno-Latin in your corporate communication?
  1. Kanwarjit says:

    How very true..often I am left wondering what the company does. The worst is that they usually don’t give pointers to what their real strengths are!

    • Nitin Kulkarni says:

      Here is a statement from the Infosys website: “We help enterprises transform and thrive in a changing world through strategic consulting, operational leadership and the co-creation of breakthrough solutions, including those in mobility, sustainability, big data and cloud computing.”

      A white paper on the Zensar website goes one better with “On the other hand consumer buying behaviour is going through a fundamental shift from being driven to demanding with emergence of social networking, smart phones, ubiquitous mobility which has resulted in newer ways of information collation, analysis and consumption pattern.”

      There is no dearth of these gems!

      • Manish Gautam says:

        So true…I read on white paper sometime back
        “Today’s outliers in revenue growth and value creation are winning with a new set of rules. They are dominating by managing the information that surrounds people, organizations, processes and products — what we call Code Halos™. When Code Halos scale, they spark new commercial models in a predictable five-step model that can take entire industries to “the Crossroads”, a compressed period of time in which market dominance can dramatically flip from industry stalwarts to challengers”

        Haha…in my opinion, using TechnoLatin gives corporates a soothing sense of conformity, like teenagers get when they speak slang. But, like slang, TechnoLatin feels better than it looks. In truth, it looks suspicious. And with good reason. TechnoLatin often does not mean what it says, because the elaborate kryptonic-phrases (couldn’t find a word!) it builds, are still only approximations.

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