Innovate … optimize … outcomes … metrics.  Stop me if you’ve heard these words occasionally  in the business world.  According to David Meerman Scott, marketing speaker and author of marketing blog Web Ink Now, these words suck.  Or, to paraphrase him, they are so overused in press releases that they have become meaningless.  He doesn’t answer the question of why are they so overused in press releases, but the answer is obvious: because these words are the lingua franca of today’s corporatespeak.… Read the rest