WRITING about an industry trend inevitably means using “buzzwords”. They have their place, for sure, but it is all too easy for these words to become overused and then misused.
They also put people off. There is a growing number of people who are fed up hearing the words ‘digital’ and in particular ‘big data’. And even words like ‘uberisation’ ‘innovative’ and ‘disruptive’ can lead to a rolling of the eyes and a yawn.
The challenge for journalists, writers and broadcasters is to check what words we are using and make sure they are the right ones. For those sending out press releases and marketing content the challenges to make sure they gain the right attention for the right reasons.
Fathom.World
The f-word blog aims to offer a personal opinion, from the Fathom Editorial team, of events and trends in the developing transformation of the shipping industry.
