[thechat] synonym (word or phrase)

David Kaufman david at gigawatt.com
Wed Apr 18 17:36:24 CDT 2007

Joel D Canfield <joel at streamliine.com> wrote:
> I'm looking for a word or short phrase, suitable as a business title
> in an artistic realm, which essentially means 'the one who makes
> [technology | tools | hard stuff] [easy | fun | usable]'
> and, to make it even more fun, non-English words/phrases which mean
> something similar but aren't easily translated into English are just
> fine. it's okay if people ask "What does that mean?"
> ideas?

The Wizard [1], in a recent Monday Morning Memo [0], suggests "Suessing" 
or making up your own words, as a way to penetrate the shield of 
indifference and leap the wall of inattention.

I'm thinking, Senior Usabilitator? Tech Tool Enfuninator... Junior 
Discomplexifier in Training (nah, too self-deprecating -- I have 
problems with that).

Some other cutesy tech titles I've heard recently are "Chief Bit Tamer" 
and "Director of Cat Herding".

Hope this helps.  Roy never fails to inspire me -- READ ON:

[0] "Magic Words" - The Monday Morning Memo for March 12, 2007

Yes, there are magic words. Do you know them?

Penetrate the shield of customer indifference by shooting verbs from 
your word-gun. Leap the wall of inattention by putting verb-springs 
under your feet. Hold the gaze of a wide-eyed audience by smearing 
verb-honey on your lips.

Verbs are magic words. Rollicking, laughing, lollygagging verbs. 
Snuggling, cuddling, canoodling verbs. Prancing, strutting, swaggering 
verbs. Sizzle and wiggle and leap and thrust, drizzle and tickle and 
beep and bust, projected into the mind they must trigger a mental 

Verbs kick open the door to Broca's area of the brain, that portal to 
conscious awareness. And meter doesn't hurt, either.

We're going for Broca.

Broca's area of the brain is that part of us that anticipates, and 
hates, the predictable. If you want to bore a person, just do what they 
expect you to do and say what they expect you to say. Works every time.

Broca's area is intrigued by the unexpected. And Broca is required to 
interpret verbs. This is why the word most electric is an unexpected 

Take the magic up a notch by Seussing.

The Simpsons - When Lisa'a schoolteacher hears the town motto, "A noble 
spirit embiggens the smallest man," she mentions she'd never heard the 
word embiggens before moving to Springfield. Another teacher replies, "I 
don't know why; it's a perfectly cromulent word." Later in the episode, 
while talking about Homer's audition for the role of town crier, 
Principal Skinner states, "He's embiggened that role with his cromulent 

Suessing - making up your own words - gains our attention with a slap of 
wit. Think of it as Tobasco sauce.

Here are some Broca-surprising half-steps as you move your feet toward 

Use a noun as a verb: "Just Harley-Davidson your way to the head of the 

Use a verb as noun: "If you can't deliver dazzle, I'll settle for 

Use a modifier as a verb: "He's planning to slippery his way through the 
press conference."

Use a verb as a modifier: "It's a kicking shade of pink."

Use a modifier as a noun: "I'm on the road to lethargic."

Use a noun as a modifier: "Now don't get all Brokeback Mountain on me."

That's enough play for one Monday Morning. We'd better get to work 
before our bosses doubt our cromulence and disemploy us.

[1] Roy H. Williams, the "Wizard of Ads" is the author of the popular 
"Wizard of Ads" trilogy:
and a business marketing consultant and trainer 


Wait -- I just thought of another, a bit more mysterious and 
question-invoking: Broca Brain Breaker :-)


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