No meaning inside

Ever heard of the jargon-cyclus?! An organisation coins a certain word to describe a new way of thinking or operating. People start talking about this new concept. They share, comment or dispute it but than suddenly it gains true meaning and value. And then it happens….. Marketeers of organizations which can be qualified as the laggards use the same term in their communication. And that’s a big shame. because neither their reputation fits nor does their qualifications. And the original word became valuable but now turns into meaningless conversation… Alas, the jargon-cyclus