At one annual meeting for vendors, a company annou

At one annual meeting for vendors, a company announced that they were moving in a new direction and "partnering" with their vendors. All of this would create more "synergy" and be beneficial to the company, the vendors and ultimately the customers. Both of the words "partnering" and "synergy" were used repeatedly throughout the multi-day event.

Within two months vendors stared complaining amongst themselves. Apparently "partnership" meant doing it the way the company dictated. They had zero interest in any input from vendors. "Synergy" meant nothing. The vendors concluded that someone at the company had attended too many motivational seminars.

Choosing the right word is more important than you may think. It seems like a simple task, however, it usually requires thought, testing and searching