The first example I can find comes from 1994 when I wrote an article mocking ugly business jargon, arguing that language had got so stupid that the pendulum must soon swing back and plain talking about business would shortly reassert itself. The words I objected to back then? Global, downsize, marketplace and worst of all, the mathematically nonsensical “110% committed”.
What an innocent age that was.
Fast forward to July 2017, and an entrepreneur sits down to write a blog post about his company. “We are focused 1,000,000% on positive, move forward, actionable efforts to help facilitate change.” When someone sent me this bilge last week, I read it and shrugged.
Over the past two decades, two things have happened. Business bullshit has got a million% more bullshitty, and I’ve stopped predicting a correction in the marketplace. I’m 110% sure there won’t be one.