If we talked in construction industry the way you do on LinkedIn – not a single building would ever get built

The face of the tunnel gives way. It’s Monday, 5:12 a.m. Two hours of struggle – then the retreat to the site container. She’s already there. Black coffee, grey helmet. Blue circles under her eyes. Then she says:

Svenja Ahrendt, Tunnel Construction:

“If it fails, I’m liable.

That’s why anything that already falls apart linguistically — gets thrown out.”

In construction, we’re not “super happy” like in marketing construction.

We’ve hit a linguistic low point.

We’re not team players.

We’re not energized.

We’re not on a journey.

We work together.

We think.

We doubt.

We argue – and we take responsibility.

And if it comes to it,

we sue each other.

We’re done with this buzzword nonsense.

Because:

Buzzwords like “transformation,” “engagement” or “scalability” flood the business world –

but no one on site gives a damn.

Because out there, we don’t post.

We build.

We execute.

We curse.

With responsibility.

With documentation.

With consequences.

In construction, marketing is about reality – not rhetoric

This marketing language –

it’s meant to please.

But it says nothing.

At least not to us.

“Gamechanging.”“Inspiring.”“Super happy.”

It all feels like the soundtrack of a PowerPoint karaoke night

in a site container –

after too much coffee and too little construction reality.

You turn communication into a high.

But no one notices anymore

whether anything relevant is still being said –

or what should be said, but isn’t allowed to be.

If it can’t be verified, it won’t be specified – not in construction

The construction industry has zero tolerance for buzzwords.

An offer that sounds “inspiring” but isn’t verifiable – gets rejected.

A process that claims to be “transformative” but doesn’t comply with the contract – never gets commissioned.

A team that’s “super engaged” but fails to properly install a system – gets removed.

Because this isn’t about impact in the feed –

it’s about impact on the jobsite.

And about responsibility.

To the client.

To the human being.

Where it either holds – or fails.

If your words don’t resolve – you don’t get on site

If you show up on a real construction site with that kind of buzzword fluff,

you’re out fast.

“We’d like to honor your engagement and jointly enable a transformative scale-up.”

My foreman looks at you.

He says nothing.

Takes a drag from his cigarette.

He’s seen too many like you.

They come.

They go.

Then you get one thing:

Site ban.

Rhetoric doesn’t replace responsibility in construction

This kind of talk replaces construction reality with rhetoric.

It avoids clarity.

It conceals responsibility.

It simulates technical depth, where in truth there’s just no clue.

It screams for emotional approval

where what’s really needed is technical objection.

And at some point, your team starts believing they’re “inspired” –

even though they no longer know what for.

One thing’s certain:

They’re far away from us.

The worst part?

This language doesn’t just corrupt communication.

It corrupts your thinking.

If we’re only allowed to express ourselves in “inspiring” and “deeply” terms,

then eventually we – and you – can no longer say when something is wrong.

Or really wrong.

Then criticism becomes a brake –

even though it could prevent actual damage.

And would be badly needed.

Then your fictional reality becomes my risk –

because no one dares to say

what’s not working in your offer.

On a construction site, unthinkable.

And unacceptable.

The structural engineer as a team player?

The building authority “engaged” in the project?

The manual excavation – “super inspiring”?

The concrete arriving six hours late – “challenging but solvable”?

The missing foundation piles – a “game changer”?

Give me a break.

If we talked like this on a real site,

no building would ever get built.

In construction, responsibility starts with how you speak

In construction, we love to celebrate.

All cultures.

All religions.

All genders.

We don’t even talk about it.

But we don’t celebrate because it’s nice.

There are no Women’s Days.

No Mother’s Days.

No Father’s Days.

We celebrate because we’ve accomplished something.

Together. Against resistance. Under pressure.

When the tunnel face collapses.

When water breaks in.

When no one knows what to do –and still, someone steps up and takes responsibility.

No matter who.

No matter where they’re from.

That’s a moment.

Our moment.

That beer hits different.

That’s when team counts.

And then comes Monday.

Two hours of struggle.Three people on the face, who know what to do.

The rest secures the site.

And then – in the site container – an email pops up:

“Future. Excitement. Solution spaces. Let’s connect. [XXX-Day]. I am thrilled to…”

Three emojis.

Two events.

Zero substance.

That’s not dialogue.

That’s not even ignorance.

That’s a devaluation of my reality.

A devaluation of what we deliver.

Technical marketing needs the same standard of proof as the offer itself

If you want to have impact in construction, you have to speak our language.

Not just technically.

But authentically. Human. Real.

No one on site is “excited”

when they have to explain for the fifth time why a delivery is late.

No site manager is “on fire”

when the next webinar starts –but no one can tell when the certification will arrive.

And no structural engineer is “super happy”

when they’re sold a productthat the inspector tears apart at first glance.

We don’t have time for frothy communication.

No “Happy Day.”

No other day either.

We’ve got enough water to deal with.

We need communication that holds up like documentation.

That stays strong when your offer doesn’t.

That clearly says when your solution doesn’t meet the requirements.

That shows what needs to be added – technically or logically –

instead of smiling it away.

We need technical marketing. Maybe not just in construction.

We get it – but in marketing, please talk to us, not about us

And yes – we get you.

You want to attract new talent.

You want to show your company in the best light.

You want people to connect, contribute, and stick around.

That’s fine. No hard feelings.

But please:

Learn to distinguish between internal communication – and communication with us.

What you post internally, how you present yourself on LinkedIn – that’s your thing.

But when you talk to us – talk to the ones standing in the dirt.

Not to your future employees.

Not to your community managers.

Talk to us.

Because we decide whether your offer makes it into the project.

Whether your system works.

Whether it holds – or fails.

And while you’re standing at the coffee bar,

with perfect lighting,

flawless branding,

and a shiny company car –

we’re in the tunnel.

After the blast.

Dust in our lungs.

Noise in our ears.

The headlamp flickers.

We don’t talk about impact.

We are impact.

And if you want us to understand you –

then speak in a way

that we can believe you.

“I didn’t write this text – but finally someone did. Thanks, Joerg.”– Svenja Ahrendt, a voice from the block

SYSTEM CHECK

Reflection questions

• Would your product description hold up if you had to read it out loud to a structural engineer?

  
  

• What’s in your marketing material that you’d never say again in a liability case?

  
  

• Would your design team use the same language when speaking to the site manager –or would that be embarrassing?

  
  

Real-world scenario

You’re pitching in a public infrastructure tender.

The selection panel includes:

A structural engineer, a construction manager, a lawyer, and a building authority representative.

Your pitch includes:

“Future-proofing,” “transformative impact,” “holistic engagement,” and “emotionally activating brand spaces.”

No one interrupts.

Everyone thanks you.

Two days later, you receive the rejection.

Reason:“We find no verifiable statement regarding load behavior, interfaces, or maintenance.”

Question:What exactly did you say?

Bullshit Killer

Delete the following words from your next LinkedIn post or product flyer:

“Innovation,” “scaling,” “solution space,” “transformational force,” “inspiring,” “engaged,” “excited,” “future-ready,” “brand ambassadors,” “powerful,” “journey,” “high performing.”

What’s left?

Is that still enough to justify a building?