Mark Cuban, the ever-outspoken billionaire entrepreneur, has a bone to pick with corporate jargon. He’s particularly vocal about one word that grinds his gears: ‘cohort’. In a recent interview, Cuban declared that using the word ‘cohort’ when ‘group’ will suffice is a sign of insecurity and bad communication.
“Always use the simpler word,” Cuban advised, according to a CNBC report. “There’s no reason to ever use the word ‘cohort’ when you could use the word ‘group.’ A cohort is a group of people. Say ‘group,’ you sound stupid when you use the word ‘cohort’ because you’re trying to sound smart.”
This sentiment aligns with research suggesting that people often use jargon as a way to compensate for a perceived lack of intelligence or importance. This strategy, however, often backfires, making speakers sound pretentious and ultimately hindering effective communication.
Columbia Business School professor Adam Galinsky echoes Cuban’s view, stating that using complicated words as substitutes for simpler ones is a way for people to feel like they have higher status. However, Galinsky points out that individuals who truly possess high status are more concerned with communicating clearly and effectively.
Cuban’s aversion to jargon is particularly relevant in today’s business world, where overused and often meaningless buzzwords plague conversations. Terms like ‘circle back,’ ‘new normal,’ and ‘company culture’ have become so prevalent that they often sound like empty platitudes.
So, the next time you’re tempted to throw in a ‘cohort’ or another jargon term, remember Mark Cuban’s advice: Keep it simple, stay clear, and communicate effectively. You’ll be surprised at how much better your message resonates.
