Lucy Kellaway’s dictionary of business jargon and corporate nonsense
Suggest your own entry
Broadly based platform of geographies

Translation into plain English Several countries

Perpetrator Diageo

Usage example “Diageo today is driving performance across a broadly based platform of geographies, as well as brands.”

Lucy’s commentary Geography (singular) used to be a subject I didn’t enjoy much at school. About 20 years ago it became plural and came to mean countries. Alas, this appears no longer to be enough. Diageo has decreed that these geographies, in order to sound suitably important, now have to be broadly-based and on a platform - which seems a bit unnecessary when you consider that the land mass of even the smallest country is exceedingly broadly based, and has no need of a platform whatsoever.

Related: Global platform

Tweet this