1. Everyone Knows What 'Real' Sounds Like -- So Why Are Companies Still Stiff?

Today, everyone uses social media, so we instinctively know what natural, authentic communication sounds like. That's why the overly stiff, artificial tone commonly found in corporate press releases -- corpospeak -- feels awkward to everyone. For example:

"We are thrilled to announce our new product." "We appreciate your patience." "We believe in an innovative approach."

These are the hallmark phrases of a 'faceless brand' hidden behind anonymity, one that never directly responds to customers. Everyone knows this approach doesn't work, yet it's hard to break free from.

2. The Upheaval of Traditional Marketing and the Brand Crisis

At the root of this problem lies a massive shift in marketing. In the past, centralized mass media like radio, newspapers, and TV gave rise to national and global brands. But now, countless micro-niche channels have emerged, shaking brands, brand voice, and long-established marketing strategies to their core.

"When centralized mass communication channels splinter into millions of micro-niche channels, what happens to the brands and strategies we've cherished?"

Moreover, when companies cling to a once-effective marketing channel that becomes saturated or regulated, they face major disruption. Through this process, the collapse of corpospeak is happening gradually, then suddenly.

3. Now It's the Era of 'Vibes'

Today, leaders who communicate like real people are in the spotlight. For example, Elon Musk communicates directly around the clock, letting the public feel his thinking and his company's direction firsthand. In politics too, distinctive personalities who communicate directly are growing their influence.

"Authentic communication matters far more to people. When people feel connected to you, they'll overlook many flaws. It's vibes."

4. The Roots of Corpospeak: The Separation Between Marketing and Practitioners

Corpospeak is primarily written by professional marketers and becomes increasingly stiff as it passes through approvals from legal and other departments. This language is full of formal, cliched business terms that nobody would ever use in everyday conversation.

"Customers immediately recognize when they're being marketed to."

Companies also still crave validation from traditional media and expert communities, obsessing over awards, press coverage, and conferences that have little actual impact.

"Why do they want a launch article that doesn't even work? (We all know the reason.)"

A culture of fearing direct customer communication also plays a role. Instead of having the developer who can fix the problem respond directly, companies pass inquiries to support teams. From the customer's perspective, it feels like contacting the DMV.

5. The Split Between Marketing and Practice, and the Need for Change

In tech companies, builders (founders, developers, designers) naturally delegate all communication to the marketing team. But this division of labor actually blocks genuine customer connection.

"Strangely, nobody defends corpospeak. Everyone uses social media, so they know where things should go. Nobody wants the stiff, traditional approach."

6. A 'Social Media Strategy' Alone Won't Solve the Problem

Companies commonly try to solve the problem by devising a social media strategy. But this too gets handed to a marketing team or external agency, who in turn pass it to a junior intern. This process creates several problems:

• Customers want to talk to the people who actually build the product, not a 22-year-old social media intern.
• Traditional marketing experts treat social media as just another channel, missing the fundamental shift.
• The actual builders are too busy or reluctant to appear in public.
• Even 'social media experts' often don't actually run their own accounts well.

"When I interviewed social media experts, many of them didn't actually use social media. If their only account has 200 followers, I immediately pass."

7. New Approaches to Authentic Communication

It's no longer about outsourcing -- direct communication is what matters. The people who build the product need to talk to customers directly. Here are several practical approaches:

1. Everyone must take responsibility for talking to customers online.

   • Even if you're awkward on camera, practice communicating directly through writing or video.
   • It's okay to make mistakes -- keep trying and incorporating feedback.

2. Customers want to hear from the founder/CEO.

   • Trust builds when the actual leader communicates, not the marketing team.

3. Share your personal motivations and thoughts honestly.

   • Talk about "why I built this product" and "what I've been thinking" from your own account, with your own photo.

4. Geeking out and showing expertise is fine.

   • When you speak passionately, genuine fans, potential employees, and partners will gather.

5. Don't delegate execution.

   • Learn from people who excel in specific channels, but doing it yourself is what matters.

6. Quantity beats quality.

   • Frequent, wide brand exposure matters more than worrying about brand dilution.

7. Communicate under your own name, not the company name.

   • A message that starts with "Hey, everyone" and ends with your personal name builds special trust.

8. When outsourcing social media strategy, verify in person that the person is actually good at social media.

8. Closing

The piece wraps up with a quintessential piece of corpospeak:

"In closing, thank you for taking the time. We hope this content reflects our innovative and thoughtful values. We sincerely appreciate you. :)"

Even this closing sentence shows just how accustomed we've become to corpospeak.

Key Concepts Summary

• Corpospeak
• The brand crisis
• Centralized vs. micro channels
• Authentic communication
• Direct communication from builders (founders, developers, designers)
• The limits of outsourcing
• The importance of vibes
• Ownership of execution
• Quantity beats quality

This article emphasizes that companies can no longer hide behind faceless, formal language and must communicate like real people, with real voices. Because now, everyone can spot what's real.