Source: Fortune
Summary
According to Shane Littrell, a cognitive psychologist at Cornell University, “corporate bulls***t” is language that sounds impressive but lacks accuracy, meaning, or helpfulness. Littrell created the “Corporate Bulls***t Receptivity Scale” to measure how attracted individuals are to this type of language. His studies found that people who find corporate-speak profound and informative perform worse in leadership and decision-making. Littrell suggests that companies can stop the spread of corporate BS by rewarding clear communication and asking questions.
Our Reading
The numbers tell one story.
Shane Littrell’s research shows that corporate BS is not just annoying, but can harm credibility and morale. PepsiCo’s $1 million logo redesign debacle is a prime example. The company’s design consultant used language like “perimeter oscillations” and “gravitational pull” to describe the new logo, which was later admitted to be “all bulls***t.” Littrell suggests that companies can stop the spread of corporate BS by rewarding clear communication and asking questions. The strategy enters a familiar phase: companies must choose between sounding smart and being effective.
Author: Evan Null
