Resolution 2020: To proactively streamline utilization of erudite vocabulary
It’s the beginning of a new year and I have resolved to take things into my hands.
This year, I will seamlessly integrate goal-oriented physical exertion into my calendar, to synergistically build it up as a core competency.
That’s not all.
I have also decided to proactively cultivate my bibliophilic propensities by incorporating stretch reading goals.
In my excitement, I also mentioned to my partner that we could collaboratively re-conceptualize our domestic chore allocation and substantially increase our efficiency by leveraging on our mutual vision of an egalitarian household. Would you believe it, he brushed me off! To that, I say, he is not being customer-centric!
Why am I talking like that, you ask? That’s a resolution as well. To speak the way corporations and brands talk: in jargon.
References
- https://www.quotes.net/show-quote/32456
- Pennebaker, J. W., Chung, C. K., Frazee, J., Lavergne, G. M., & Beaver, D. I. (2014). When small words foretell academic success: The case of college admissions essays. PloS one, 9(12), e115844
- https://en.wikipedia.org/wiki/Cooperative_principle#Grice’s_maxims
- Oppenheimer, D. M. (2006). Consequences of erudite vernacular utilized irrespective of necessity: Problems with using long words needlessly. Applied Cognitive Psychology: The Official Journal of the Society for Applied Research in Memory and Cognition, 20(2), 139-156.
- https://www.goodreads.com/quotes/7144975-i-apologize-for-such-a-long-letter—i-didn-t
- Sutherland, R (2019). Alchemy: The Surprising Power of Ideas That Don’t Make Sense
- Mayer, R. E. (1989). Systematic thinking fostered by illustrations in scientific text. Journal of educational psychology, 81(2), 240.
- Levie, W. Howard, and Richard Lentz. “Effects of text illustrations: A review of research.” Ectj 30, no. 4 (1982): 195-232.
About the Author
Preeti Kotamarthi
Preeti Kotamarthi has built and led Behavioral Science teams at two of the largest tech companies in Southeast Asia and India. She established the Behavioral Science practice at Grab, helping product and design teams understand customer behavior to create better user experiences. Currently, she heads Behavioral Science and User Research at Swiggy, where she continues to blend data, design, and human insights—drawing inspiration from spending a lot of time with Indian consumers. With a Masters in Behavioral Science from the London School of Economics and an MBA in Marketing from FMS Delhi, Preeti brings over 12 years of experience in consumer products, from co-founding a rural startup in India to shaping behavioral design in tech. Her passion lies in making behavioral science a core part of the product development process. When she’s not uncovering human insights at work, she’s likely busy applying behavioral lessons on her two-year-old.
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