Buzzwords are not categorically → Bullshit, but keep in mind that the tech industry reinvents its vocabulary every couple of years to sell old wine in new bottles. This is how it’s possible that in 2004 Internet Marketers turned into a Web 2.0 Consultants and suddenly became Social Media Marketing Specialists around 2010. When talking to design firms, watch out if people speak like this: “We apply cognitive science and design thinking, to create empathy and authenticity through agile and carefully curated storytelling to provide your company with a flat, engaging, hand-crafted, cloud-based and mobile-first experience design to make you’re brand ready for the future of → Artificial Intelligence in the sharing economy of the → Internet of Things.” You are taking the risk of hiring a company that wants to take advantage of your delay in the process of → Digital Transformation. In the end they will charge something like 15’000 dollars per new tweet on your Twitter account that no one wants to read to begin with. As real people don’t care as much about your brand as you wish.