How+to+leverage+the+cliche,+Sindy



=How to leverage the cliché for an end-to-end communications solution=

Sunday Independent, Johannesburg, April 2, 2006

 * Frank Lingua**, the president and chief executive officer of Dissembling Associates, is the United States' leading purveyor of buzzwords, catchphrases and clichés for people too busy to speak in plain English.


 * This interview by Dan Danbom of Business Finance Magazine.**


 * Is being a cliché expert a full-time job?**

Lingua: Bottom line is I have a full plate 24/7.


 * Is it hard to keep up with the seemingly endless supply of clichés that spew from business?**

Some days, I don't have the bandwidth. It's like drinking from a fire hydrant.


 * So it's difficult?**

Harder than nailing jelly to the wall.


 * Where do most clichés come from?**

Stakeholders push the envelope until it's outside the box.


 * How do you track them once they've been coined?**

It's like herding cats.


 * Can you predict whether a phrase is going to become a cliché?**

Yes. I skate to where the puck's going to be. Fish where the fish are. If you aren't the lead dog, you're not providing a customer-centric proactive solution.


 * Give us a new buzzword that we'll be hearing ad nauseam.**

"Enronitis" could be a viable next-generation player.


 * Do people understand your role as a cliché expert?**

No, they can't get their arms around that. But they aren't incented to. We aren't keeping them moist enough.


 * How do people know you're a cliché expert?**

Light-bulb moment, Dan. I walk the walk and talk the talk.


 * Did incomprehensibility come naturally to you?**

I wasn't wired that way, but it became mission-critical as I strategically focused on my go-forward plan.


 * What did you do to develop this talent?**

It's not rocket science. It's not brain surgery. When you drill down to the granular level, it's just basic blocking and tackling.


 * How do you know if you're successful in your work?**

At the end of the day, it's all about robust, world-class, leading-edge quality language solutions.


 * How do you stay ahead of others in the buzzword industry?**

Net-net, my value proposition is based on maximising synergies and being first to market with a leveraged, value-added deliverable. That's the opportunity space on this level playing field, let me tell you.


 * Does everyone in business eventually devolve into the sort of mindless drivel you spout?**

If you walk like a duck and talk like a duck, you're a duck.


 * Do you read "Dilbert" in the paper?**

My knowledge base is deselective of fibre media.


 * Does that mean "no"?**

Negative.


 * DOES THAT MEAN "NO"?**

Let's take your issues offline.


 * NO, WE ARE NOT GOING TO TAKE MY "ISSUES" OFFLINE!**

You have a result-driven mind-set that isn't a strategic fit with my game plan.


 * ACTUALLY I WANT TO PUSH YOUR FACE IN.**

Your call is very important to me.


 * How can you live with yourself?**

I eat my own dog food. My vision is to monetise scalable supply chains.


 * When are you going to quit this?**

I may eventually exit the business to pursue other career opportunities. Consulting seems nice.


 * I hate you.**

Take it and run with it. Talk to the hand, 'cause the face ain't listening.


 * From: http://www.sundayindependent.co.za/index.php?fSectionId=1086&fArticleId=3186186**

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