The modern use of some words is pivoting out of control

Ideas

A WORD IN THE HAND: PIVOT

The modern use of some words is pivoting out of control

A column to satisfy your inner grammar nerd

Deputy features editor: Sunday Times

Pedants throughout the world have been spinning around on their heads as they gasp in dizzy horror at the new buzzword: “pivot”. 

Pivoting has come swirling and pirouetting into my own consciousness in myriad press releases of late. “We are pivoting our business”; “I am pivoting my focus”; “Our website has pivoted”.

Annoying doesn’t even begin to describe it. Why couldn’t they stick with the equally annoying but now accepted “paradigm shift” or some other similar inanity already subsumed into the world of buzzwordity?..

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