How to decode bullsh*t buzzwords | Ivana Leiseder | TEDxZurich

Key Concepts

• Bullshit (BS): Language used to impress or persuade rather than to inform or clarify; characterized by indifference to truth and abstractness.
• Buzzwords: Overused and often meaningless terms that lack concrete definition and contribute to linguistic pollution.
• Clarity: The quality of being easily understood and free from ambiguity; the antithesis of bullshit.
• Linguistic Pollution: The degradation of language through the overuse of buzzwords and bullshit, leading to confusion and wasted time.

The Problem: The Rise of Bullshit

The speaker identifies a growing trend of using buzzwords and abstract language, or "bullshit," in everyday communication. This type of language, once confined to corporate boardrooms, has infiltrated daily life, making communication unclear and often meaningless.

• Examples:
  • "Let's harness sustainability to drive equality."
  • "Life performance solutions" (socks).
  • "Portable lifestyle systems" (water bottles).
  • "Reading containers" (books).
  • "We are not an emergent property of a mechanical universe but the seasonal activity of a living cosmos."
  • "Immersive ultra-premium coffee-forward experience."

Defining Bullshit

Drawing on philosophical concepts, the speaker defines bullshit as language characterized by:

• Indifference to Truth: The primary goal is not to convey accurate information but to impress or persuade.
• Abstractness: The use of vague and general terms that lack concrete meaning.
• Agenda-Driven: Aiming to create a specific impression or feeling rather than to inform.

The Consequences of Bullshit

The speaker argues that the overuse of bullshit has several negative consequences:

• Separation: It creates barriers to understanding and connection, hindering meaningful communication.
• Cognitive Wasteland: Exposure to meaningless language erodes our ability to think clearly and critically.
• Time Waste: Navigating through bullshit consumes valuable time and energy that could be spent on more meaningful pursuits.
• Awkwardness: It creates awkward and unfulfilling interactions, like a "missed high five."

The Solution: Fighting Bullshit

The speaker proposes a two-step plan to combat the spread of bullshit:

1. Become FBI Agents: Identify and call out bullshit whenever you encounter it. Recognize it as "linguistic pollution."

2. Purge Bullshit from Your Own Language: Strive for clarity and simplicity in your own communication.

   • Rule of Thumb: If you can't explain something to a six-year-old, it's probably bullshit.
   • Example: Instead of "Let's foster mindfulness for a more inclusive society," say "Let's be nice with each other."

The Golden Key: Asking "What Does This Mean?"

The speaker emphasizes the importance of constantly questioning the meaning of words and statements. This is the key to pushing for clarity and avoiding being misled by empty rhetoric.

• Focus on Concrete Meaning: Ensure that language is grounded in reality and not just a "fog of fancy words."

Historical Perspective: Language for Survival

The speaker concludes by contrasting modern language with the language of our ancestors, which was primarily used for survival and passing on essential knowledge.

• Example: Communicating how to avoid being eaten by a saber-tooth tiger.

The speaker expresses hope that we can reclaim language for its original purpose: to connect, inspire, and make the world less confusing.