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The Gobbledygook Manifesto

The Gobbledygook Manifesto

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Published by: api-26160986 on Jan 15, 2010
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07/20/2010

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he Gobbledygook Maniest
By David Meerman Scott
 
 
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Oh jeez, not another exible, scalable, groundbreaking,
 
idusry-sadard, cuig-dg produc rom a mark-ladig, wll posiiod compay! Ugh.I hik I’m goa puk! Jus lik wih a agr’s us o cach phrass, I oic h sam wordscroppig up agai ad agai i Wb sis ad ws rlass—so much so ha h gobbldygookgras agais my rvs ad may ohr popl’s, oo. Wll, duh. Lik, compais jus oallydo’ commuica vry wll, you kow?So w markig ad PR popl wri wll. May o h housads o Wb sis I’v aalyzd ovrh yars ad h hudrd or so ws rlass I rciv ach wk rom wll- maig PR poplar lad wih hs gobbldygook adjcivs. So I wad o s acly how may o hs wordsar big usd, ad crad a aalysis o do so.
An AnALYSIS OF GOBBLeDYGOOK
Firs, I slcd words ad phrass ha ar ovrusd i ws rlass by pollig slc PR poplad jouraliss o g a lis o gobbldygook phrass. th I urd oFacivarom Dow Josor hlp wih my aalysis. th olks a h Faciva Rpuaio Lab usd  miig ools o aalyzws rlass s by compais i norh Amrica. Faciva aalyzd ach rlas i is daabasha had b s o o o h norh Amrica ws rlas wirs i disribus or h priodrom Jauary 1, 2006, o Spmbr 30, 2006. th ws rlas wirs icludd i h aalysiswr Busiss Wir, Caada nwsWir, CCnMahws, Commwb.com, Mark Wir, Moody’s, PRnwswir, ad Primzo Mdia nwork.th rsuls wr saggrig. th ws rlas wirs collcivly disribud jus ovr 388,000 wsrlass i h i-moh priod, ad jus ovr 74,000 o hm miod a las o o hGobbldygook phrass. th wir was “ graio,” wih 9,895 uss. thr wr ovr 5,000
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uss o ach o h ollowig words ad phrass: “ibl,” “robus,” “world class,” “scalabl,” ad“asy o us.” Ohr oably ovrusd phrass wih bw 2,000 ad 5,000 uss icludd “cuigdg,” “missio criical,” “mark ladig,” “idusry sadard,” “urky,” ad “groudbrakig.”Oh ad do’ org “iroprabl,” “bs o brd,” ad “usr ridly,” ach wih ovr 1,000 ussi ws rlass.
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