How to Sound Strategic Without Buzzwords
This article builds on a core idea from the Foundations of Customer Success series: being strategic is not about sounding impressive — it’s about applying judgment with clarity.
If you haven’t already, start with:
“Being Strategic Is Vague - and How to Make It Real”
which defines what strategy actually means in Customer Success, and why vague expectations create unnecessary pressure.
What to say when “being strategic” feels like a performance
Most Customer Success professionals want to sound strategic.
Not because they’re chasing titles — but because they want to be taken seriously.
The problem is that “strategic” language has become so inflated that it often does the opposite. Conversations fill up with phrases that sound impressive… but land vaguely.
Being strategic isn’t about sounding smarter.
It’s about being clearer.
Why Buzzwords Creep In
Buzzwords usually appear when:
- Expectations aren’t defined
- Authority feels shaky
- Outcomes aren’t clear yet
They’re a coping mechanism — not a character flaw.
When CSMs don’t know what “good” sounds like, they reach for language that signals importance instead of creating it.
What Enterprise and Executive Audiences Actually Listen For
Strategic communication isn’t louder.
It’s grounded.
Executives listen for:
- Clear cause and effect
- Tradeoffs and constraints
- What matters now vs later
- What decision is being influenced
They don’t need poetry.
They need perspective.
Buzzwords to Retire (and What to Say Instead)
Instead of saying:
“We’re driving adoption.”
Try saying:
“We’re focused on outcomes tied to [specific business priority].”
Instead of saying:
“We’re aligning stakeholders.”
Try saying:
“These teams have competing incentives we need to account for.”
Instead of saying:
“We’re partnering closely.”
Try saying:
“Here’s where we need your input or decision to move forward.”
What Strategic Language Actually Sounds Like
Strategic CSMs:
- Name tradeoffs
- Acknowledge uncertainty
- Speak in plain business terms
- Avoid over-qualifying
They don’t rush to fill silence.
They let clarity do the work.
A Simple Test
Before you speak or send a deck, ask:
If I removed the adjectives, would this still be meaningful?
If the answer is no, the message needs tightening — not elevating.
Closing Thought
Sounding strategic isn’t about mastering vocabulary.
It’s about communicating judgment, context, and intent — clearly and without performance.
When the thinking is solid, the language takes care of itself.
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