Page 68 - The Voice of Authority

No-brainer (meaning if you don’t see it as clearly as I
do, you’re off your rocker)

Enhancement (an improvement too insignificant to
charge for but worth touting; often confused with
body parts)
Value-added (anything you can’t charge for because
the client doesn’t value it enough to pay for it)
Value-proposition (proposing differing shtick to see
what flies)
Incent (prodding people with money, freebies,
coupons—whatever it takes to get them to do some-
thing they’re not inclined to do on their own)
Core competencies (as opposed to core incompeten-
cies?)
Initiatives (long, long ago, these were called goals and
plans)
Thought leaders (as opposed to those who lead the un-
thinking morons?)
Optimization (the process of making things better
and better—as in cooking, flying, making love, mak-
ing stealth missiles, making movies, building sky-
scrapers, counting votes, applying makeup, charting
sea turtles)
Solution (solid dissolved in a liquid or a mathemati-
cal proof hidden inside all products and services now
offered by all corporations around the world)

Alignment (identifying where the rubber doesn’t
meet the road in goals that are supposed to be run-
ning parallel to yours)
Deliverables (paperboys and girls used to ride bikes
and carry these)

56 The Voice of Authority