Buzzwords vs. Benefits
http://vaspersthegrate.blogspot.com/2004/10/buzzwords-vs-benefits.html

Streight, Steven
Blogger.com
2004

Abstract:

Buzzwords obscure, confuse, or evade. Benefits sell products and ideas. If you use too many buzzwords too often, most educated audiences will conclude you lack the ability to be clear, truthful, or direct. Never assume everyone understands your esoteric language. If you don't know what you're doing, stop doing it. If you do know, state it clearly and simply.