Words and terms are prone to periods of popularity. These turn of phrases rise, get inevitably coopted, overused and diluted and eventually fall far from grace.
This has happened many times before, whether it’s “synergy” or “paradigm shift,” the words begin with value and then ring hollow after only a few short years. The most recent of these words to follow in this grand tradition is the star-child of the tech crowd, “innovate.”
Like many of the high-flying terms over the years, “innovate” (and its brethren “innovation,” “innovating” and “innovative”) is a catch all.