In a complex market with a elongated value chain you may have 12 companies that value chain who don’t have that visibility of one another. They don’t have personal relationships up and down, or a whole visibility. And each component they’ve got to compete with others trying to take that component.
I.e. I found was someone was Promoting Tweets, another company wrote them and another set the strategy. In my mind too micro within an emerging field.
So that’s where buzzwords come in, they act as a guiding force of change in a complex market. They get the value chain in align and get everyone thinking about the changes they need to make happen. It’s that a certain kind of change has been branded.
Buzzwords are a big complex markets way of ensuring change comes about consistently. And that’s a good thing, buzzword or not.