Agentic? More Like Anemic. The Real Problem with Tech Buzzwords at Enterprise Connect

Enterprise Connect was a masterclass in what not to do when trying to win attention and deliver value. Dozens of vendors used the word “agentic.” Dozens of different definitions. Result? Mass confusion. When tech companies can’t even align on what a word means, how can buyers possibly trust them to solve real problems? We don’t need new jargon—we need clarity. And here’s the real kicker: most companies struggled to explain the actual problem they solve and the outcome they drive. That’s not just a branding issue—it’s a business risk.

The Obsession with Being “First”

Let’s call it what it is: the race to coin the next big term is vanity marketing. It’s not about helping customers understand value—it’s about trying to own a conversation. And in the process, these companies are setting fire to buyer trust and torching their own credibility. “Agentic” was the term du jour, but what it really exposed was how unprepared most vendors are to clearly communicate their value proposition. When every booth uses the same word but in wildly different ways, nobody wins.

Adjectives Aren’t a Strategy

Adjectives are meant to paint a clearer picture. To create understanding. But at Enterprise Connect, they were used as smoke screens. Words like “agentic,” “autonomous,” “intelligent,” and “adaptive” were thrown around with abandon—yet few of them helped buyers actually see what a solution does. Here’s the truth: language is only powerful when it clarifies, not when it confuses. If your adjectives don’t help a buyer understand how you solve their problem, they’re noise. And buyers are tired of noise.

Win Attention. Deliver Value. Period.

You’ve got seven seconds. That’s all the time you get to win attention and start building trust. If your pitch begins with “We’re the most agentic platform in the industry…” you’ve already lost. Buyers don’t care about your vocabulary flex. They care about outcomes. 

If you want to stand out, start here:

1. Define the problem—clearly and concisely.
2. Explain your distinctive solution—without jargon.
3. Show the outcome—why it matters to them, not you.

Too many companies are failing step one.

What Buyers Actually Want

Here’s a radical idea: buyers want help. They want partners who understand their business, can clearly articulate a path to success, and—bonus points—don’t make them decode buzzwords along the way. Being memorable doesn’t mean being flashy. It means being useful, credible, and clear. When you try to be everything to everyone with a term that has no consensus definition, you become nothing to anyone.

My Big Takeaway

Enterprise Connect proved one thing: clarity is the new competitive advantage. If your brand’s story can’t cut through the noise, if your value prop is buried under buzzwords, and if your team can’t align on what you actually do for your customers—you don’t have a language problem. You have a business problem. Stop chasing hype. Start delivering value.

Want to be remembered? Want to be trusted? Then ditch the jargon, define your impact, and lead with clarity. Because if you can’t explain your value, don’t expect anyone else to care.