We work with words for a living, so its no surprise that there are a number that we consider ‘no-no’s’ when it comes to succinct communication. In fact we have a hit list of such words, and where ever possible try not to use the growing number in our presentations, copy or day-to-day banter.

One that we feel is starting to become hackneyed, therefore prompting this warning, is the word boutique.

Now lets get something straight right from the get-go. Boutique is a French word meaning shop, better known for one that specialises in high-end fashion, so if this means you then you can toddle off and make a cup of tea.

However if your an accountant, law firm, investment bank, corporate adviser, business broker, or even PR firm, then listen up – please don’t refer to yourself as boutique. You’ll look silly.

We can see where the attraction for the use of the word started, boutique as in one-off, niche and original, but because of its proliferation in everyday communications it has now become very cliche.

For example take a look at these company descriptions taken from a random sample of web sites:

• We are a boutique mid tier quality advice law firm…
• As a “Boutique Accounting Firm”, our service is prompt and of the highest quality…
• A boutique lifestyle marketing agency, offering you collaborative PR, design and direction to creatively build and enhance your brand…

In fact PR agencies are the worst offenders – just do an online search for ’boutique PR’ and you’ll see what we mean.

Does it all come down to the issue that no one wants to use the word ’small’?

C’mon people, lets talk about to ourselves in reference to what we are and what we we can do for our clients instead of using terms that mean nothing and demonstrate our lack of imagination.