004 | Branding Buzzwords That Backfire—Why “Why” and “Passion” Can Cost You Credibility

We’ve all been told to “lead with your why” and show how passionate you are. But in a crowded B2B world, those words don’t make you stand out—they make you look self-centered. In this episode of Mindsetaholics, Melanie Asher, MBA, and Valerie Cobb break down the branding phrases that hurt more than help, and explain what your audience actually wants to hear.

Why Your “Why” Isn’t Helping You Sell

Simon Sinek may have started a movement with Start With Why, but if you're using that framework in your go-to-market messaging, you're probably losing business. Melanie and Valerie argue that while your “why” may matter internally, it rarely matters to your buyer.

“When people have a problem, they don’t search for a company that donates to orphaned kids in the jungle,” Melanie says. “They Google their pain and look for a solution. You lead with value, not purpose.”

Passion is Not a Credential

When you declare “I’m passionate about X,” what you’re really saying is “I want you to value me more because I feel strongly about something.” But in B2B marketing, passion can sound like a poor substitute for results.

Valerie notes, “It’s like saying, ‘I’m a good partner.’ That’s not your call to make. Passion is only powerful when someone else sees it in you—not when you declare it about yourself.”

In fact, the dictionary definition of passion ranges from “an intense emotion” to “an outbreak of anger.” Not exactly the professional vibe most business owners want to convey.

Thought Leaders, Experts, and Other Red Flags

Calling yourself a “thought leader” or “expert” might feel like a credibility boost—but in reality, it often signals the opposite. When these labels come from within, not from your audience, they feel self-aggrandizing. Worse, they distract from what actually matters: the substance of your ideas.

Melanie explains, “If someone else calls me a thought leader, that’s a compliment. If I say it about myself, it comes off like a sales pitch in disguise.”

Valerie adds that in today’s market, there’s a flood of self-proclaimed experts. And when everyone’s an expert, no one is. “It dilutes trust. Audiences are smart—they want evidence, not empty titles.”

Instead of relying on flashy claims, use outcomes, client testimonials, and case studies to show your leadership. Let credibility be earned—not announced.

From Narcissism to Relevance: The Right Way to Build Trust

Many buzzwords are rooted in a narcissistic view of branding—centered on the business, not the buyer. Declaring yourself trustworthy or passionate without backing it up is a one-way conversation that leaves prospects cold.

“Trust isn’t something you get to claim. It’s a behavior, not a tagline,” Valerie says.

To move from ego to empathy, shift your language to focus on what your audience is trying to solve. Ask, ‘How can I make their life easier?’ rather than, ‘How do I show them I’m credible?’

Melanie points out that real trust is built over time through alignment, consistency, and results. “It starts with relevance. If they see themselves in your story, they’ll take the next step. Then you deliver—reliably. That’s how trust is earned.”

The Real Words That Build Brands (and Revenue)

Want to build a brand that sticks? Forget passion. Use precision.

Replace “passionate” with clear examples of commitment: measurable results, years of experience, problems solved, or testimonials from people your audience respects. Instead of calling yourself a thought leader, share an insight no one else is talking about. Demonstrate a unique point of view through consistent content, not self-congratulation. Most importantly, prioritize the language your audience uses—not your internal brand jargon. Do they say “fast onboarding” or “rapid deployment”? Mirror that in your messaging.

“Your brand isn’t what you say about yourself—it’s what others say when you’re not in the room,” Melanie notes. “So give them something worth repeating.”

Actionable Insights:

• Strip buzzwords from your homepage and pitch deck—focus on the customer’s problem first.

• Save your personal why for internal alignment, not marketing copy.

• Replace “passion” with measurable impact, testimonials, or client results.

• Let others label you a thought leader—don’t do it yourself.

• Use “trust” as a behavior, not a branding statement.