http://www.fortune.com/adsectionsWHO COULD BLAME PGA TOUR SUPERSTAR
Rickie Fowler for being frustrated? When a caddie leans in to offer the
golfer advice on an upcoming shot, it’s riddled with useless business
clichés such as “square the circle” and “think outside the box.” Exasper-
ated, Fowler growls, “Just give me the 6.”
This colorful exchange, seen in a recent commercial
from audit, tax, and advisory firm Grant Thornton, the Of-
ficial Professional Services Provider of the PGA TOUR and a
Proud Partner of THE PLAYERS Championship, is thankfully
fictional, but the message behind it is all too real. In golf, like
in business, jargon rarely helps people make better deci-
sions. That’s why Grant Thornton is committed to providing
clients with clear, useful advice, free of clichés and bland
buzzwords. Their approach—known as Status Go—rec-
ognizes that it takes fresh thinking and new ideas to move
business forward. For organizations looking for solutions
that make sense, jargon won’t cut it. Buzzwords don’t solve
problems—in the C-suite or on the green.
Unfortunately, like many industries, golf and professional
services can be veritable minefields of jargon. Whether on
the course or in the corner office, everyone is seeking an
edge, a way to improve performance and outcomes. All too
often, what we find is stale thinking and tired lingo, when
what we really need is clear advice and information.
Just think about the most common golf phrase: “par
for the course.” While that’s a clear, concise message to a
golfer about how many strokes an individual hole or course
should take, in business it’s a little murkier. Here, “par for
the course” means what’s normal or expected. Phrases like
this represent the status quo—words without clarity and an
absence of new ideas.
Conversely, phrases such as “on the same page” and
“game changer” are among the most overused clichés in
business—and they have even less application in golf. A
caddie who tells a golfer to get “on the same page” with the
ball will likely be looking for a new line of work. So too should
a consultant who simply tells a client that a new process or
piece of software is a “game changer.”
Clear, concise information, presented in a way that’s
easy to understand—and proves that you’re being heard—is
what you should experience in business and on the course.
It’s what Grant Thornton envisioned when it launched Status
Go, and it’s how the professional services firm is delivering
the right solutions based on each company’s needs and
goals. So next time you’re on the green and someone tells you to “be the
ball” or “optimize your launch angle,” don’t get frustrated. You’ll know
there’s a better way.■BRINGING CLARITY TO THE COURSE—^
AND THE BOARDROOM—MEANS
ELIMINATING THE JARGON.
Deconstructing the game