I don't think anyone is going to be cured of buzzworditis by being forced to read Godin and Anderson.
Can I interest you in my biz, which is a freemium play on a purple cow concept? We just need enough money to get through The Dip.
That is true. Also any specialized profession is going to have jargon just because it makes it easier to discuss things.
Sure, Godin has his own buzz words. But his messages are simple. Things like "Go above and beyond" ( http://sethgodin.typepad.com/seths_blog/2010/02/the-least-i-... or http://sethgodin.typepad.com/seths_blog/2010/02/whats-expect... )
It's obvious stuff, no doubt- but it's stuff we all seem to forget.
I wonder where the problem that engineers have with business people comes from. Is it because on average business people get paid more than developers even though it is easier to measure the contribution of developers? I would really like to know.
My problem with business people is that they learn buzz words and jargon, and often treat the "makers" as tools. I would have a lot more respect for b-school if business majors were forced to pick a "concentration"- engineering, CS, etc. They wouldn't be expected to be great at their concentration; they just would need to know enough about what the people they're managing do.
I love this line: "For one, itβs harder to teach engineering to a marketer than it is to teach marketing to an engineer."
It's my belief that most engineers or programmers could be great marketers or business people, if they didn't have to spend all their time creating things. Business people have time on their side- they don't really have to make anything, so they can spend more time getting ahead.