Recently I was reading an email and realized that I'd dismissed the content of the email before I'd finished reading it. I wondered why I had done that and after performing some self analysis I realized that the email contained several instances of certain phrases which caused me to flip the bozo bit on the content of the email. Below are my top 5 'bozo bit' phrases which automatically make my eyes glaze over and my mind shut off once I see them in an email I'm reading

5. synergy: This is usually a synonym for "we've run out of ideas but think integrating our products will give us a shot in the arm". Classic example of synergy at work is the AOL/TimeWarner merger which turned out to be such a bad idea that Steve Case apologized for it last week.

4. make(s) us more agile: I usually have no problem with this word if it is used by people who write code or at best are one level removed from those who write code. On the other hand, whenever I see a VP or middle management wonk use "make(s) us more agile" they not only show an ignorance of the principles of the agile manifesto but often propose things that make developers less agile not more.

3. innovative: This one bothers me on multiple levels. The first is that many people fail to realize that new features aren't innovation, every idea you've had has already been had by someone else. You are at best just executing the idea a little differently. Just this weekend, I looked at Digg for the first time and realized that all the hubbub was about a knock-off of Kuro5hin with a more charismatic project leader and accompanying podcast. Another thing that bothers me about 'innovative' is that it is often about using technology for technology's sake instead of providing actual value to one's customers. A classic example of this comes from my first internship at Radiant Systems, when the company announced a partnership with AOL to provide email access at gas pumps. The stock actually jumped for a day or two until people realized what a dumb idea it was. Who's going to spend time logging into a terminal at a gas pump to check their email? People hate spending time at the gas pump. Can you imagine waiting behind a car at a gas station while the person in front of you was spending time deletiong the spam from their inbox at the gas pump? I think not.

2. web 2.0: I realize this is flogging a dead horse but since this is the phrase that inspired this post I decided to include it. What I hate about this phrase is that it is so imprecise. I have no idea what the fuck people are talking about when they say Web 2.0. Even Tim O'Reilly who coined the term had to use a five page essay just to explain What is Web 2.0 which boiled down to Web 2.0 was a grab-bag of the key features of websites popular among the geek set regardless of whether they'd existed since 'Web 1.0' or were just new fads trends. It gets even better, earlier this month Tim O'Reilly published Levels of the Game: The Hierarchy of Web 2.0 Applications which establishes levels of Web 2.0 compliance. MapQuest is at Compliance Level 0 of Web 2.0 while Flickr is at Compliance Level 2 of Web 2.0 and Wikipedia is at Compliance Level 3. If this all makes sense to you, then I guess I'll see you at the invitation-only-yet-still-costs-thousands-of-dollars-to-attend Web 2.0 conference this year.

1. super excited: This one may just be a Microsoft thing. The reason I can't stand this phrase is that it is an obvious overexaggeration of how the person feels about what they are talking about since it often is associated with information that is barely interesting let alone super exciting. Do you know what would be super exciting? Getting a phone call from Carmen Electra telling you that she was using StumbleUpon, found your blog and thought you sounded cute and would like to meet you. That's super exciting. Your product just shipped? Your division just had another reorg? You just added a new feature to your product? Those aren't even interesting let alone super exciting.

What are yours?