Lucy Kellaway’s dictionary of business jargon and corporate nonsense
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Establish moments of truth for initiatives

Translation into plain English No idea

Perpetrator daa (formerly Dublin Airport Authority)

Usage example “An exciting opportunity has arisen to fill the position of Group Strategy Manager, reporting to Head of Strategy… Key responsibilities:.. Roll out and track strategic plan (using the Balanced Scorecard); Establish moments of truth for initiatives.” (Spotted by Matt Wilton)

Lucy’s commentary I’ve always wondered what people in strategy did all day, and this doesn’t really help. To establish moments of truth for initiatives falls short of doing anything useful and testing anything. By merely establishing these moments of truth the group strategy director is not promising to take any further action at all.

Related: Loincloth strategy

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