Lucy Kellaway’s dictionary of business jargon and corporate nonsense
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Translation into plain English Develop

Perpetrator Abhi Ingle, AT&T

Usage example “We want people saying, ‘I want to Foundry that project.’ That’s important, that’s important to think out of the box. Foundry it.”

Lucy’s commentary A grammatical atrocity in the "nerb" category: nouns masquerading as verbs. Dreamt up by AT&T, as part of its efforts to be more creative. The general idea is that ideas, once born, go to the “foundry” for some further work, and once there it is a hop, skip and jump to changing a pretentious noun into a nerb.

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