Startup COMMS: The Say it Without Saying it Principle
- Charley Arrigo
- Mar 31
- 3 min read
Updated: May 2
Introduction
"Innovation. Innovation. Innovation."
Before Startup Land, if you've spent time in Corporate America—it's not easy getting away without saying that infamous 10 letter word.
It's everywhere.
Everywhere from marketing campaigns to product descriptions, rolling off the tongues of project managers and company mission statements: in case you ever forget what you're working toward.
It seems today, the only place you won't find "innovation," is in the way companies say it.
Or for our purpose, "don't say it."
The Say it Without Saying it Principle
Sometimes, it's best to accept that marketing can behave like a middle school of pre-teens desperate to be cool.
This is how it usually works:
When a concept is created, one descriptor word or phrase is uttered into public consciousness. Then one kid of a certain standing influence decides "said word" is cool. Then the next kid, amidst peer pressure, unable to risk being "uncool," which may mean being relegated to the cafeteria lunch table nobody wants to sit at (social suicide)—adopts it into their vocabulary to keep up with the growing number of adopters, but is no longer cool for doing so, just not not-cool because everyone can't be cool at the same time.
So it goes.
In the world of marketing, we call these buzzwords. Your former corporate boss most likely adored them. As you make your way deeper into the startup sphere, you've come to realize you haven't escaped them.
That's okay.
Because beyond the surface, we can come to understand that buzzwords serve a purpose. After all, they stand to tell us that a popular audience finds something appealing.
There's value there. And in the case of "innovation," the ability to effectively communicate a leadership position in tech, can be the difference between winning or losing a talent battle that can give a company an edge in the years to follow.
Yet as marketing masses resort to the mean, talking the same talk and tired jargon that tunes out their audience: This brings opportunity.
Thus, "The Say it Without Saying it Principle."
The definition is as follows:
"As buzzwords play like broken records among marketing masses—opportunity lies not in their original form, but one's ability to break verbal convention." Imagine it as bringing new meaning to an old tune.
Every corporation can say, "Innovation reimagined." But standout in communications comes from creating concepts that answer four questions:
Is it universal?
Is it personal?
Is it fresh?
Is it forward?
Once upon a time, a copywriter had begun work for a Fortune 150 Financial. He was asked to make ads for talent brand. They were to show the "innovative" nature of the company, and why "innovative" people would like working there.
The word was overused. So during research, he talked with the Group Creative Director to see what could be done.
He learned that a Marketing Study Group had taken place at the company. When asked about "innovation," one tech talent participant said: "You know when you say that word, you're not—actually—saying anything right?" Perfect.
Instead of saying, "Innovation powers our thinking and your career."
The first ad he'd write for talent brand was more universal and personal: "Dream Big Things. Build Something Even Bigger."
Instead of saying, "Innovating for everyone. Inspired by you."
The second ad he'd write for talent brand was more fresh and forward: "Build from zero to finish. Watch it impact millions."
That's "The Say it Without Saying it Principle."
You shouldn't have to be a corporate cyborg to connect with communications about tech. You should be able to show an advertisement to your grandmother, and she should be able to elicit an emotional response. And that's always been one of our tests for good communications. Here's a few quick suggestions for how to "Say it Without Saying it:"
"Dream" up universal verbs: Especially those that may take the place of a word like "innovation"
Develop a new concept entirely: Another spin on "innovation" I wrote was a headline that read as a question, "When startup spirit and a Fortune 100 fall in love?" And that helped bring some warmth and uniqueness.
Don't be too "on the nose:" If you're crafting a message about sustainable sparkling water—don't call it that direct—always find a distinct word to symbolize that mission instead.
