Scott Guthrie
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When you have Scott Guthrie and an elite business school vectoring toward the same point, it doesn't take much out-of-the-box thinking to see what will happen when they collide. It's a perfect storm for jargoneering (that's a buzzword of my own, which is short for "jargon engineering.") The result of this horrible experiment-gone-wrong can be found at http://knowledge.wharton.upenn.edu/article.cfm?articleid=1920 . And at the end of the day, jargoneering is not rocket science. Just forget about parts of speech or providing a useful service, and master the misleading metaphor. Here are a few of the key takeaways from Scott's little talk (webinar?): "The second way we will monetize is by having a connection with customers who are building these types of experiences." "The mobile space is interesting. There's the technical of how you get the software built for it." (Even the interviewer couldn't stomach Scott's innovative use of "technical" as a noun, and the transcript actually inserts "[issue]." ) "Obviously, we have a lot of apps that we build, not just in the developer's space, but in the knowledge productivity space and the enterprise space." ("Obvious" and "meaningless" are apparently synonmous now). I was over in the "knowledge productivity space" the other day and it smelled like someone spilled coffee or something under the refrigerator.