Strunk and White’s Elements of Style (originally published in 1918) identifies clear guidelines and recommendations for clear writing. They also have a list of commonly misused words and expressions. At the top of the list:
-ize. Do not coin verbs by adding this tempting suffix. Many good and useful verbs do end in -ize: summarize, fraternize, harmonize, fertilize. But there is a growing list of abominations: containerize, prioritize, finalize, to name three. Be suspicious of -ize; let your ear and your eye guide you. Never tack -ize onto a noun to create a verb. Usually you will discover that a useful verb already exists. Why say “utilize” when there is the simple, unpretentious word use?
More and more of these ‘-ize’ terms are constantly being added to the modern business lexicon. Perhaps they were created as a catchier, more intelligent technique to state the obvious…
Here are five common terms that overused and some suggestions on replacement terms.
Finalize
‘Finalize’ is one of the most commonly used fake terms. “We can finalize the deal only after both teams agree on the scope.” Also: finalizing, finalization.
- Use instead: ‘Complete’: We will complete the requirements document only after expectations have been defined.”
Strategize
How many times have you heard this one in meetings? “The team needs to meet so we can strategize the elements of the project.”
- Use instead: ‘Assess’ or ‘Define’: “The design team met to assess the creative approach.”
Conceptualize
Somewhat similar to “strategize”, this term is frequently used as an element of the creative process. It’s an ugly word with a number of simpler options. “After the wireframes are completed the designers will conceptualize the creative approach.”
- Use instead: ‘Plan’ or ‘Address’: “The creative director used mood boards and case studies to plan the design strategy.
Templatize
This is an awful term that indicates that something is converted from custom to repeatable. “We can save time if we templatize all the pages.”
- Use instead: ‘replicate’: “The information architecture needed to replicate the structure to maintain consistency.”
Incentivize
A truly cringe-worthy term. “Free water bottles should be enough to incentivize users to fill out the survey.”
- Use instead: ‘motivate’ (or simply ‘incent’): “We can motivate employees if we offer additional personal days.”
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