Great ideas here for many of us who market B2B offerings.

Taking the Jargon Out of Your Business by Wendy Bounds, WSJ: http://blogs.wsj.com/independentstreet/2008/01/31/taking-the-jargon-out-of-your- business/

We hear a lot from Indy Street readers about how hard it is for business-to-business shops to drum up media interest and buzz.

Writes one frustrated BtoBer: “Many of us provide sophisticated services and/or products. And that’s where our real challenges lie. How can we get some market exposure without having a big marketing and PR budget, or working with a pricey advertising/PR firm? Let me give you an insight … it’s tough!”

To those folks, I point out today’s Business Technology blog, which highlights how a software-maker named Tibco, broke out of its jargon-riddled, hard-to-understand, sophisticated niche with.

It’s a good example, because what Tibco sells – service-oriented architecture software – couldn’t sound more boring. But this self-deprecating video turns the jargon on its head.

Those who know me know that I’m a believer in this.  Fantastic that someone’s built a consulting practice around helping major corporations lighten up as a path to innovation.

Why You Should Include a Joker in Every Brainstorming Session:

http://www.fastcompany.com/articles/2007/11/interview-morreall.html?partn er=rss

The Fast Interview: John Morreall on the link between humor and innovation, why authoritarian bosses fear humor, and the funniest CEO in America.

From: FastCompany.com | November 2007 | By: Kermit Pattison

John Morreall, a professor at the College of William and Mary, is the founder of Humorworks, a consulting firm for companies such as AT&T, Cisco Systems, IBM and Time Warner. He has written four books on humor and is working on a new one titled “Funny Business” with New Yorker cartoon editor Bob Mankoff.

You say that humor increases productivity, reduces conflict, and fosters change. Is this a joke?

Humor is healthy, especially the way it reduces stress. Humor is the opposite of fight-or-flight emotions — especially fear and anger. I can’t be laughing with you and angry or afraid of you at the same time.

Tags: B2B, Branding, complex technology, humor, jargon, Lead Generation

This entry was posted on at 9:41 am and is filed under Agencies, CEOs of Growth-Stage Companies, CMOs, Marketing Budget, New (aka Social) Media. You can follow any responses to this entry through the feed. You can leave a response, or trackback from your own site.