Remember when husky meant fat? If you don’t, you are too young or too old. Husky was the politically correct term in the 70’s and 80’s for overweight people. Then husky became too popular.

Too many people exchanged the word husky for fat and fat for husky. The words became synonymous. And that’s when it became uncool to say husky. Now it’s big boned or thick. In due time, those terms will die a miserable, politically incorrect death, too.

The words we use to describe things have life cycles. Negro to black to African-America. Daddy-o to dude. Groovy to radical to awesome. When words become too popular, they become ugly. When words become mainstream (yes “life coaches” I am talking to you) they die an ugly death.

What are the popular buzz words in your industry? They are ready to die. Why not coin the new one yourself? That’s what Joy Conrad Levinson did when he popularized the term guerrilla marketing. By default, he is the industry guru. Shouldn’t that be you, for your industry?

Ain’t that just fab, Daddy-o?!? Far out.