{"id":648900,"date":"2017-04-14T08:10:44","date_gmt":"2017-04-14T08:10:44","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2017\/04\/14\/lucy-kellaway-on-spotting-bullshit-in-business\/"},"modified":"2017-04-14T08:10:44","modified_gmt":"2017-04-14T08:10:44","slug":"lucy-kellaway-on-spotting-bullshit-in-business","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2017\/04\/14\/lucy-kellaway-on-spotting-bullshit-in-business\/","title":{"rendered":"Lucy Kellaway on spotting bullshit in business"},"content":{"rendered":"

A masterclass in spotting BS business, when it\u2019s worthwhile: <\/strong>The Financial Times\u2019 Lucy Kellaway<\/a> (who, we remind you, will be switching careers this fall \u2014 in her 50s<\/a>) was delighted to hear that the University of Washington was offering a course entitled Calling Bullshit In the Age of Big Data<\/strong>. The course is designed for and limited to \u201cspotting bullshit in numbers,\u201d but Kellaway says there\u2019s \u201can equal need for one spotting it in words, especially words used in business. Her suggested course begins with a definition: \u201cbullshit means nonsense, usually of a puffed-up variety that pretends to be something it is not. Sharp eyes will spot at once the difficulty in applying this to corporate life \u2014 almost everything fits the description.\u201d But there is a key rule one must stick to, Kellaway says: \u201cthe first rule about calling corporate bullshit is not to do it too assiduously or you will go insane<\/strong>. I have learnt to ignore 95 per cent of it, and of the remainder ask myself two questions: what is the quality? And: how damaging is it?\u201d She gives three examples to illustrate the point.<\/p>\n

The first case Kellaway cites is from a 2008 Pepsi rebranding document<\/strong> that said \u201cthe Pepsi DNA finds its origin in the dynamic of perimeter oscillations.\u201d Kellaway calls this \u201cgrade A, unadulterated BS<\/strong>. But on the second question \u2014 whether it was damaging \u2014 the answer is no. Pepsi changed its logo and carried on selling its brown sugar-water around the world willy-nilly.\u201d The second case is of a document from Deliveroo<\/strong>, on its preferred language for describing the people who deliver takeaways to customers. The memo bans \u201cemployees\u201d, replacing it with \u201cindependent suppliers,\u201d and forbids \u201cpay\u201d and \u201chiring\u201d preferring \u201cinvoices\u201d and \u201conboarding\u201d instead. On the bullshit quality measure, Kellaway says it is tame. However, on the measure of harm, it is egregious<\/strong>, as Deliveroo knows that \u201cif people used the ordinary words \u2018employee\u2019 and \u2018hire,\u2019 they might make the mistake of thinking they were due ordinary things like holidays and sick pay.\u201d<\/p>\n

Kellaway saves her best example for last. <\/strong>\u201cThe third example comes from Jim Norton, who has the delightfully bullshitty title of chief business officer, president of revenue at Cond\u00e9 Nast.\u201d Norton outline a new strategy in a memo that began with \u201c\u2018Team\u2019 and proceeded with a stream of corporate nonsense about playbooks and journeys and wide arrays of differentiated solutions,\u201d and created a plan he calls \u201cCond\u00e9 Nast One.\u201d Kellaway\u2019s verdict: \u201cfor companies to claim themselves \u2018one\u2019 is standard bullshit \u2014 it is a clich\u00e9 and a lie, given the inevitable number of vested interests in any organisation. If Mr Norton were in the motor trade or banking, I might let this pass. Yet Cond\u00e9 Nast publishes Vanity Fair and The New Yorker, where standards of editing are so exacting that one of the latter\u2019s editors has written a whole book based on the correct placement of a comma.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

A masterclass in spotting BS business, when it\u2019s worthwhile: The Financial Times\u2019 Lucy Kellaway (who, we remind you, will be switching careers this fall \u2014 in her 50s) was delighted to hear that the University of Washington was offering a course entitled Calling Bullshit In the Age of Big Data. The course is designed for […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[12012],"tags":[72,2380,12011,12010],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-648900","post","type-post","status-publish","format-standard","hentry","category-speed-round-the-weekend-edition","tag-enterpriseam","tag-speed-round","tag-speed-round-the-weekend-edition","tag-the-weekend-edition","wpautop","entry"],"acf":{"mongo_id":"90e638b1-7589-4a13-863e-b0b69a299607","order":"0","is_powered_by":true,"section_story_id":"ca170a35-b06c-4ca4-a4c8-6d05250fe39c","story_type":"1","photo_url":"","photo_position":"above","related_issue":[648891],"teaser":"","voice_url":""},"yoast_head":"\nLucy Kellaway on spotting bullshit in business - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2017\/04\/14\/lucy-kellaway-on-spotting-bullshit-in-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lucy Kellaway on spotting bullshit in business\" \/>\n<meta property=\"og:description\" content=\"A masterclass in spotting BS business, when it\u2019s worthwhile: The Financial Times\u2019 Lucy Kellaway (who, we remind you, will be switching careers this fall \u2014 in her 50s) was delighted to hear that the University of Washington was offering a course entitled Calling Bullshit In the Age of Big Data. 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