Lucy Kellaway’s dictionary of business jargon and corporate nonsense
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Swim lanes

Translation into plain English Areas

Perpetrator Rick Hamada, Avnet

Usage example “Drilling down one more click on services, we actually think of multiple swim lanes of opportunity around business.”

Lucy’s commentary Winner of 2015 Mixed Metaphor Award. Although this is a modest three-way mix, quality makes up for quantity. Each one of these metaphors is bang on trend, and he has thrown in a gratuitous “actually” for nothing.

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