De-Coding.

When they say: 
"This is our recommendation."
They mean:
"We like this ad, even though you'll never buy it."

When they say:
"This is out of scope."       
They mean:
"We wasted too much time on building a deck to have any time left for creative.

When they say:
"See if you can make the end-frame drive to an experience."
They mean:
"I'm in way over my head and need to say something incomprehensible."

When they say: 
"I'm a story-teller."
They mean:
"I'll keep talking until someone agrees with me."

When they say: 
"I'm sorry I'm late."
They mean:
"I'm sorry I'm here."

When they say: 
"Make it edgier.
They mean:
"I have nothing constructive to add but need to say something to save face."