language

New words that precisely define forms of fuzziness

Sandra Stewart | August 12, 2014

A recent Berrett-Koehler post on obsolete words that should return to common usage (how did “crapulous” ever fall from favor?) inspired me to debut a few recent entries to the Thinkshionary, our compilation of in-house coined words, all on the theme of fuzziness.

Resultiness: our new favorite, with a nod to Stephen Colbert. Resultiness describes conclusions or measurements of a branding, marketing or PR initiative that don’t quite have the concrete basis one would like. “I think it’s a good idea, but the best we can promise is resultiness.” It’s often used critically: “The measurements of the past campaign are rife with resultiness. They sound impressive, but they don’t mean anything, and we can’t set up a comparison.” “Those case study conclusions are just a lot of resultiness.”

Assumple: a cross between an assumption and an example. “Jane looked diligently through John’s article for proof to back up his claims, but all she found were a lot of assumples.” “Unfortunately, the existing ‘proof points’ are really just assumples.”

Brainstory: a fully formed narrative of how something should play out that you believe has an existence outside your brain—although you have neither shared this narrative with others nor obtained their understanding and consent. “I’m sorry, but we’ve never discussed that—that’s just your brainstory.” “I was sure that I spelled it out clearly in the campaign plan, but now I see it was a brainstory.”

See earlier additions to the Thinkshionary here.

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