first you read it in internal reports, than you here it whispered in the halls (i heard it first game starts), than you can hear it on stage at conferences and soon you will read it in reports. when a phrase finally finds its way into proposals, you can't here it any longer. as it is what it is: yet another phrase which got tracked down and looses its purpose, if it had any first. igual. copy and paste starts as well as reverse engineering. if you are lucky you find some creative twist to it that makes you laugh.

"out of the box thinking" is a recent and good example of this game; in policy settings, though.

still some marketing and business strategists preach: repeat your message. well, everything streamlined can lead to: one size fits all, and that actually is - to put it midly - impolite when you try it on people and doesn't work either when it comes to machines.