A Gentleman in Moscow by Amor Towles. The story is that of a Russian aristocrat who is placed under indefinite house arrest by the Communists in the 1920s for writing a subversive poem. And that house arrest is in one of the grandest hotels in Moscow. The story rambles around the hotel with the Count, the eccentric characters he meets and the absurd situations in which he finds himself.
One such is the Second Meeting of the First Congress of the Moscow Branch of the All-Russian Union of Railway Workers. The Union's Charter is under discussion, particularly the 7th sentence of the 2nd paragraph, which concludes with what we marketeers (shhhh!) might call a Mission:
"... to facilitate communication and trade across the provinces."
And, oh dear, does the word 'facilitate' ever come in for some stick! Far too tepid and prim to suggest pounding steel and rippling manly muscles and shovelling coal! Some alternatives are suggested, such as to spur, to propel and to empower, which all come into hot debate. Eventually:
"... a suggestion came from a shy-looking lad in the tenth row that perhaps 'to facilitate' could be replaced with 'to enable and ensure.' This pairing, the lad explained (while his cheeks grew red as a raspberry), might encompass not only the laying of rails and the manning of engines, but the ongoing maintenance of the system ..."
And so, after more hot debate, the alternative is adopted.
If that one amused you, you may also find that this tickles your fancy, too. Perfect for collecting a few meaningless phrases to throw into the next strategy meeting. And I don't think many of us can put our hands on our hearts and say we've never used this kind of lingo.
I'm convinced that when researchers from the future find some of our strategy documents, they'll be as bemused as if those documents were in Russian - or Ancient Greek.
Talking of which ...
Why hire an advertising agency?
3 weeks ago