Is it always bad to use jargon in your copy?

Is it always bad to use jargon in your copy?

“We help disruptive startups pivot their offering and maximise their growth potential by leveraging their social graph and the power of big data.” Ugh. “What does that even mean?” you may be muttering to yourself as you read this.  Perhaps, you’ve even thrown up in...
“Trusted partner” – so what?

“Trusted partner” – so what?

“Best-of-breed technology” – so what? “First-class service” – so what? At college the first business model I was introduced to was ‘Maslow’s Hierarchy of Needs’. You’ve probably come across it at some point too. Basically, it’s a pyramid that describes the different...