Name Games

       One of my pet peeves is the name game.  In business, many companies do not have managers any more.  They have Team Leaders.  I am not sure what difference a name makes.  I think the job description is probably the same.  If there was a significant change in the job description of the manager, maybe a new name is justified.  I seriously doubt that is the reason in most cases. 

        Some companies now call supervisors Facilitators.  Again, why?  Was there a significant change in the job description to justify the name change?  I doubt it. 

        Part of good management is to continually revise and improve the business system to adjust for changing market conditions.  This means real change, not just a name change.  A name change and a speech by management is not real change.

        Another aspect of the name game that drives me crazy is the use of acronyms.  The military, government, and health care are especially bad at this, but it is a big problem in other industries too.  My title in the Army was NCOIC Control CS3 test.  I’m sure that name gives you all have an excellent idea what I did. 

        I give an example in my book, Business Fits, of a franchisor’s use of an acronym that was unintentionally causing potential franchisees to eliminate the opportunity because they did not understand what the franchisor was saying.  They did not understand and did not want to appear dumb by asking for an explanation. 

        I understand it is common to use acronyms in most industries, but it is a dangerous habit, because acronyms should never be used in marketing.  Customers and prospects may not understand what you are saying. 

        I find the name game in politics especially frustrating.  If a political faction wants to pass some legislation and it fails, they don’t give up.  The just attach a new name to the same old legislation with some minor changes and hope the new name will be more palatable to the public. 

        Progressive is one of my favorites.  Being progressive sounds like a good thing, but a political Progressive is an advocate of big government controlling people’s lives and less personal freedoms.  I think that is the one definition of socialism, and I don’t think it is a good thing. 

        I find it interesting that many hot political topics will have several names.  Some of the names relating to one single issue are: climate change, global warming, greenhouse gases, carbon emissions, clean air, green jobs, clean air & jobs.  It is just a matter of finding a name that sounds good, and can be sold to the public. 

        In business and politics, we must be realistic, collect data, and face facts to make good decisions.  We must be careful not to be taken in by a catchy name, phrase, slogan, or speech.