Insurance fraud is a serious problem that affects both the insurance industry and society as a whole. Insurance abuse leads to higher costs, reduced economic efficiency and a loss of confidence in the insurance system. In addition, premiums for honest customers may increase as they have to bear the unfair behavior of a few. That is why Suva does everything it can to combat cases of abuse.

Insurance fraud cases on the rise

However, cases of insurance abuse seem to be on the rise at Suva. Last year, the insurer investigated 2916 suspected cases out of 252,278 cases in which a daily allowance or pension was paid out following an accident or occupational illness. This is slightly more than in the previous year (2021: 2839 suspected cases, +2.7 percent). Measures to combat abuse saved a total of 24.1 million Swiss francs. This amount is made up of the prevention of unjustified benefit payments by accident victims or medical service providers such as hospitals, doctors, therapists (18.6 million francs) and the fight against abuse at insured companies (5.5 million francs). The average amount saved in benefit payments per case was 22,963 francs (2021: 24,781 francs). The total number of closed cases with confirmed suspicion was significantly higher at 810 cases (2021: 686 cases). One observation took place throughout Switzerland.

Abuse at different levels

Since the introduction of anti-abuse measures in 2007, Suva has been able to save a total of over CHF 239 million. This amount benefits the insured in the form of lower premiums.

Insurance abuse takes place at various levels: It ranges from individuals who use false or missing information to evade cash benefits such as daily allowances or pensions, to fictitious companies that evade social security premiums by moonlighting or filing for bankruptcy, to deliberately false billing by hospitals, doctors or therapists. All of these patterns have one thing in common: the damage is borne by the honest.

"The vast majority of our policyholders are honest," emphasizes Roger Bolt, Head of Combating Insurance Abuse at Suva. "In order to protect them from financial damage, to ensure risk-appropriate premiums and to contribute to a fair workplace and healthcare market in Switzerland, we are taking consistent action against insurance abuse. Thank you for being honest!"

This article originally appeared on m-q.ch - https://www.m-q.ch/de/suva-mehr-faelle-von-versicherungsmissbrauch/

In combination with glass or carbon fibers, epoxy resins are used, for example, to manufacture components for aircraft, cars, trains, ships and wind turbines. Such fiber-reinforced epoxy-based plastics have excellent mechanical and thermal properties and are much lighter than metal. Alongside these many advantages, they have one decisive disadvantage: they are not recyclable - at least not yet.

Limits of recyclability 

Empa researchers led by Sabyasachi Gaan have now succeeded in developing an epoxy resin-based plastic. This is said to be fully recyclable, repairable and also flame retardant, as reported in a paper published in the journal Chemical Engineering Journal published article is called. What's more, the favorable thermomechanical properties of epoxy resins are also still guaranteed.

Why is the recyclability of epoxy resins so difficult? Epoxy resins are so-called duromers. This type of plastic consists of closely interlinked polymer chains. These chemical bonds make melting impossible. Once the plastic has cured, it can no longer be deformed. Such duromers contrast with thermoplastics such as PET or polyolefins. Their polymer chains are close together but not bonded. Under the influence of heat, these plastics can be melted and formed into new shapes. However, because of the lack of crosslinking, their mechanical properties at elevated temperatures are generally not as advantageous as those of duromers.

A new type of plastic

The new plastic developed by Empa researchers is actually a duromer. What is new about it, however, is its meltability. This is due to a special functional molecule from the class of phosphonic acid esters. This was introduced into the matrix of the epoxy resin. "We originally synthesized this molecule as a flame retardant," says Empa scientist Wenyu Wu Klingler, who co-invented the technology. However, the bond that the molecule forms with the polymer chains of the epoxy resin is reversible, meaning it can be released under certain conditions. This loosens the crosslinking of the polymer chains so that they can be melted and shaped.

Such materials, also known as vitrimers, have only been known for about ten years and are considered particularly promising. "Today, fiber-reinforced plastics are virtually impossible to recycle, except under extreme conditions that damage the fibers," explains Wu Klingler. "Once they have reached the end of their useful life, they are incinerated or disposed of in landfills. With our plastic, it would be possible for the first time to put them back into the material cycle." Their vision for the future, adds group leader Sabyasachi Gaan, is "a composite material in which the fibers and the plastic matrix can be completely separated and reused." The researcher sees a particular advantage, for example, in carbon-fiber-reinforced plastics, such as those used in the construction of airplanes, trains, boats, cars, bicycles and more. "The production of carbon fibers requires a lot of energy and releases an enormous amount of CO2," he explains. "If we could recycle them, their environmental footprint would be a lot better - and the price a lot lower." In addition, valuable additives such as phosphorus could also be recovered from the polymer matrix in this way.

Customized material

Fiber-reinforced plastics are not the only application for the new epoxy resin. The plastic could also be used for coating wooden floors. There it could serve as a transparent layer that is flame-retardant on the one hand, but on the other hand can be "healed" under the influence of pressure and heat: scratches or other damage could be repaired in this way. "We didn't develop a single material for a specific purpose, but rather a toolbox," explains Gaan. "Flame protection, recyclability and reparability are a given. We can optimize all other properties depending on the intended use." For example, flow properties are particularly important for the production of fiber-reinforced plastics, while wood coatings for outdoor use must also be weather-resistant.

To pursue these and other applications of the material, the researchers are now looking for industrial partners. The researchers believe that the chances of commercial success are good: the modified epoxy resin is inexpensive and easy to manufacture.

Source: Empa

This article originally appeared on m-q.ch - https://www.m-q.ch/de/neues-epoxidharz-vereint-flammhemmung-und-recyklierbarkeit/

At Brauquöll, the parent company of the Appenzell-based family business, Brauerei Locher is dedicated to innovative and creative ideas. From now on, the new special beer is available in the catering trade and in specialist beverage retailers.

In 2022 alone, the share of craft beers sold in the Swiss retail trade increased by around 15% in terms of the total product range. This upward trend shows the growing diversity of the local beer landscape and underscores the industry's innovative spirit. With Tropical Sour, Locher Brewery is now offering beer aficionados a special beer for the summer: sour, with refreshing notes of passion fruit and pineapple.

Aurèle Meyer, CEO of the family business, explains: "At Brauquöll, we give our brewers room to experiment and implement their own ideas. Here we brew in small quantities, which makes our range extremely flexible and innovative. We celebrate our craft and can react agilely to trends. At the same time, we experiment with different ingredients and flavors."

Brewed in small batches, the new craft line underscores Meyer's love of artful craftsmanship: "As a single batch, Tropical Sour is produced only once - according to the motto: äs het solangs hät."

Marc Gläser has been CEO and co-owner of the successful Swiss ski brand Stöckli, which equips world champion and Olympic champion Marco Odermatt, among others, for almost ten years. Before Stöckli, he was CEO at watch manufacturer Maurice Lacroix.

Nicole Pfammatter has been CEO of Hotelplan Suisse for a year. Previously, she was Director Distribution & Marketing. As CEO, she also sees marketing as a top strategic priority and at the same time also acts directly and on site with the community and in the branches.

INSPIRE! stands for exciting discussions with doers. HWZ moderator Stephan Feige challenges both guests in the discussion and discusses with them what contribution the brand makes to the company, where the limits of a brand lie and how, in the end, brand success is measured?

The event will take place on Wednesday, September 27, 2023, 6 p.m. followed by an aperitif at the HWZ, Lagerstrasse 5, 8021 Zurich, Auditorium. Click here to register. 

Fact is: Many users want freedom of choice in terms of operating systems. And for good reason, because current studies In fact, according to research, employees are more productive when they can work on the devices that suit them best. So it's no wonder that companies are becoming more open and want to enable their staff to work with Macs as well. The problem: IT administrators sometimes simply don't (yet) have the Expertise regarding the management of Mac devices.

Macs conquer the corporate world

It is therefore not uncommon for individual employees to already be working with (private) Mac devices that are not, however, under the management of corporate IT. Often, these employees are then given full administrator rights to install required software themselves. But this not only means enormous effort for the employees, it is also fatal in terms of security. If IT is not involved, it can neither install regular software updates, nor does it have an overview of the device status - or even access to the system in the event of an emergency. All of this can open the door to hackers. If the administration is done manually, the workload for administrators increases with the number of Macs. At this point, at the latest, it becomes clear that in order to continue to hold the reins, IT must proactively offer colleagues different technologies, manage them from the outset, and develop a management strategy for macOS devices as well.

UEM: High productivity, low effort

It is obvious that the high and constantly growing number of end devices to be managed can no longer be handled manually. This is because employees often have several devices at the same time, such as computers, mobile devices, tablets or even rugged devices. This is where automated solutions come in, which allow the individual devices to be managed seamlessly across the board and remotely. For example, UEM systems (Unified Endpoint Management): Such platforms make it possible to connect all end devices with the different operating systems like Windows, Android and macOs, iOS or iPadOS to manage and secure against security vulnerabilities. Since the majority of companies already use a UEM system, a new solution is usually not even required.

Management of Macs with the UEM system

Mac devices can also be managed perfectly using UEM systems. Because as of OS X 10.7, these devices come with an integrated MDM framework (Mobile Device Management Framework) that enables a connection between Mac and UEM system.

There are basically two different types of UEM systems for Mac management. On the one hand, there are the common UEM systems that allow the management of all operating systems - including Mac devices. The other is those that specialize exclusively in the management of Apple devices. While more general UEMs are well-suited for organizations that have a broader footprint and need to manage a wide variety of technologies, the latter provide early access to new Apple features, for example, and allow for the implementation of more specific scenarios.

In particular, however, it is these functions that a UEM system should (also) have for Mac management:

1. Automated and scheduled patch management: This ensures that all Mac computers in the corporate network are always updated with the latest software versions and security patches for macOS, and that the applications used are also up to date.
2. Modern management of old and new hardware: Modern management makes it possible both to integrate new hardware into the corporate network in compliance with guidelines and to register devices that are already in use by users.
3. Asset Management: This provides a stock and inventory overview of existing hardware and software and allows software licenses and warranty information to be managed.
4. Mac configurations: These are particularly helpful because they make it easier to complete repetitive administrative tasks - such as defining who gets which software package or access to resources and functions. For example, administrators can also define stricter security policies for individual teams or situations.
5. Remote access for macOS: Remote access simplifies IT support for employees who work on the move, such as in a home office.

All of this makes it possible to configure Macs so that users can start using them right away - securely, conveniently, and regardless of where they work.

The small difference

Although the basic structure of Mac and Windows systems is fundamentally different, managing the different devices is basically the same. Nevertheless, there are some tools from Apple itself that simplify device management by extending the functionality of the UEM system used. Especially the following ones should be known by administrators when dealing with Mac management:

• Apple Business Manager: Apple Business Manager is an easy-to-use, web-based portal for IT administrators that works with a third-party UEM solution and serves as an interface between UEM and the Mac machine. Part of the Apple Business Manager is the Apple Device Enrollment Program (DEP for short)which makes it possible to place devices under UEM management and roll them out to users without physical contact with IT. When new devices are turned on, predefined configurations are automatically made and required apps are installed. This simplifies the initial setup of Apple devices for IT, while users are quickly up and running. Also part of the Apple Business Manager is the Volume Purchase Program (VPP), which is used to purchase apps in bulk from the App Store for enterprise use - the easy way.
• Apple Global Service Exchange (GSX): The Apple Global Service Exchange (GSX) allows administrators to retrieve device details such as display model name, purchase date and warranty status directly from the UEM console.

Managed service

So there are many ways to successfully deploy Mac devices in the enterprise. But in view of the complexity involved in using different technologies within a company, it can make sense to enlist the help of external specialists. It is important that these specialists act as partners to customers and actively support them in their projects. Managed service providers, for example, have extensive expertise and can support companies in the introduction of Macs, the selection of the right system or the rollout of new functions - or take over these activities completely and thus relieve the IT department. In doing so, they are in close contact with the manufacturers and can, for example, place individual customer challenges in the right place. Especially for IT departments that have not yet dealt with administration with Apple devices, it is helpful to have someone on hand who has the necessary expertise required for smooth implementation of the system and also knows the usual hurdles. After all, if the initial configuration follows best practices, this will save a lot of time later on in ongoing processes.

Conclusion: Move with the times!

It's hard to argue with the fact that companies need to give their employees a say in technology. A suitable UEM system makes it easier for the IT department to avoid dangerous shadow IT, to keep track of all the devices and tools in the company and to ensure their security. This makes it extremely easy for IT administrators to keep up with the times and provide the workforce with the desired operating resources - without sacrificing the necessary security and ease of use. At the same time, the personal work tool of choice also improves employee loyalty to the company.

More information about device management

Apple's 34th Worldwide Developers Conference (WWDC) was held on June 5, 2023. In the English-language report "WWDC 2023 - new device management options for enterprises", interested parties will learn what changes, opportunities and challenges arise in device management for companies as a result of the new features presented, such as hardware. The report is available for free download here: https://ebf.com/resources/wwdc-2023-neue-management-optionen-und-funktionen-fur-unternehmen/

Author:
Surendiran Velauthapillai is an IT expert with 20 years of experience in the IT industry. As Head of IT Services at EBF-EDV Beratung Föllmer GmbH (ebf.com), he is responsible for the areas of internal IT, hosting, consulting and support and is at home in many technologies of the digital working world. 

This article originally appeared on m-q.ch - https://www.m-q.ch/de/macs-in-unternehmen-richtig-verwalten/

On September 5, the talk "Sought - Found. Winning more customers through behavior", which will shed light on the link between marketing and targeting in strategic media planning. Companies are faced with the challenge of reaching the right target group at the right time. Technological developments and changing human behavior make this task more complex, but also provide more data and tools for optimization. This talk in the Brown Bag Series, presented by HWZ, Post Advertising, AZ Konzept and the Swiss Marketing Forum, offers managers in marketing, communication and sales free, practical insights and orientation in the marketing jungle. Click here to register for free.

The Accelerom Customer Orientation Maturity Assessment (AKRA) aims to determine the current state of customer orientation of a company or organization. It asks whether the company can already be considered an expert in this area or whether there is still room for improvement.

The creation of the AKRA was driven by the desire for an assessment that offers clear added value. It should not be just another check in a long list of checks. The motivation behind this can be explained by the observation that many companies lose track due to the abundance of terms in connection with "customer orientation". Terms such as touchpoints, customer journey, target groups, artificial intelligence, data lake, marketing automation and, more recently, ChatGPT are undoubtedly important topics, but the question arises as to where to start.

Christoph Spengler, founder and managing director of Accelerom, emphasizes that the AKRA assessment is the first step in standing out from the crowd and giving customer orientation a sustainable boost. The strategies and measures formulated are aimed at achieving real impact, such as increasing customer satisfaction, boosting customer value and extending customer loyalty periods.

The AKRA is based on four dimensions of customer orientation. These dimensions are designed to help companies overcome their process-oriented thinking and systematically tap into the possibilities of customer orientation. Accelerom's assessment combines the expertise of leading experts in the field of customer orientation. In collaboration with them, an assessment system comprising around 70 questions has been developed. This system covers all relevant aspects of customer orientation: "customer experience", "customer process", "technology and data" and "corporate culture".

Each of these four dimensions is analyzed using a comprehensive evaluation system based on the expertise of leading customer orientation experts. This enables the precise identification of strategic and operational fields of action. The principle of "less is more" is followed when formulating measures and fields of action: Five effective measures are more valuable than countless findings.

Christoph Spengler again emphasizes that AKRA is not only an assessment, but also serves as a basis for concrete action plans. The basic offering includes two to three workshops with the main stakeholders to analyze the current status and jointly define measures and goals.

A Swiss company was recently affected by a cyber attack. Specialists have since evaluated the infected computer. The analyzed information reveals a complex new attack tactic that combines credible phone and email communications to take control of corporate networks and siphon off data. The malware itself was delivered in an extremely unusual way: a caller convinced the attack target to open an email message that contained no text, but was designed as a graphic to resemble an Outlook email message. This triggered the download of a linked malicious Electron app.

"I would like to make a delivery to your location."

The caller told the employee he was a delivery driver with an urgent package for one of the company's locations, but no one was there to receive the package. He asked for a new delivery address at the employee's location. In order to redeliver the package, the employee would have to read him a code that the shipping company would send via email. While the caller was still talking to the employee on the phone, the employee received the announced email message. The e-mail message said that a PDF file attached to the message contained the required code.

This email, written in perfect French, triggered the chain of attacks that followed. In fact, the entire message was a fake that only looked like an email with a PDF attachment. Both the "attachment" and the text message were actually just static images embedded in the body of the message. Under the guidance of the scammer on the phone, the employee clicked on the image, which led to the malware download.

You knew: Man(n) speaks German

Although the email message was written in French, as mentioned, technical evidence suggests that the attackers already knew that the Swiss target might be German-speaking. Sophos analysts were also able to understand that the attackers may have personally targeted the call recipient and created an elaborate social engineering attack chain. This resulted in the cybercriminals briefly taking control of the employee's computer before he literally pulled the (Ethernet) plug from the compromised computer. The alert man sensed that something was wrong and disconnected the infected computer from the network. Unfortunately, however, not in time before the malicious payload was active.

"This attack was extremely targeted. There was only one person in the office that Friday, and the attackers probably knew the identity of that person. The use of an image masquerading as an email is also something we haven't seen before. However, it is clever. Attaching an actual PDF often sets off alarms on systems as they are often used to spread malware, and emails containing PDFs often end up in spam filters," said Andrew Brandt, Principal Researcher at Sophos.

After infiltrating the network, the criminals used malware to search for a variety of information, including accounting software data, cookies, browsing history, as well as passwords and cryptocurrency wallets. To hide their data exfiltration, the attackers connected the system to Tor (the dark web). The employee who finally smelled a rat and pulled the plug prevented worse consequences for his company.

Skillfully "scammed" and it already goes on

"This type of highly sophisticated attack shows just how far cybercriminals will go to evade defensive tools and gain people's trust. Phishing attacks are extremely effective, and we've seen attackers evolve their social engineering tactics with new technology. Although attackers are more likely to use email these days, that doesn't mean phone calls are outdated. We train employees a lot on email security, but we don't necessarily teach them how to deal with unusual phone calls. In this case, the employee reacted quickly and acted with presence of mind," said Brandt.

Following the attack on the Swiss company, Sophos X-Ops discovered another attack with the same approach against a company in Australia. Whatever group is behind these attacks is likely still active, and Sophos will monitor the situation.

Source and further information: Sophos

This article originally appeared on m-q.ch - https://www.m-q.ch/de/bei-anruf-scam-was-hinter-einer-vermeintlichen-paketlieferung-steckte/

Early in the morning, the RivellArosa fountain made its way down from the Grisons mountains to the overheated Swiss cities. The custom-built wooden fountain, from which the refreshing drink could be tapped directly, had set its sights on the Swiss cities of Zurich, Lucerne and Aarau to provide refreshing cooling.

In summery warm morning temperatures, the "infinite mountain pleasure" could be tasted not far from Lucerne's Chapel Bridge, before the fountain then refreshed pedestrians, cyclists and even passing bus drivers during the lunch break in the Städtli Aarau. In the afternoon, there was a run on the Rentenwiese in Zurich for the welcome cooling in the form of a free drink, which had never been available in Switzerland before.

The vacation destination of Arosa and the beverage manufacturer Rivella have been partners for several years. Thus, they have already organized various campaigns in the past. In cooperation with the agency Brinkertlück and the content production team of Yoveo, an entertaining refreshment break was created for the hard-working city dwellers in the hot summer cities.

With practical tips and from unusual perspectives, the ConSense EXPO 2023 to the increasing demands on quality and compliance officers. In addition to suggestions for action and tools for efficient and flexible management systems, the focus will be on current AI trends and efficient QM methods. Special impulses will be provided by motivational trainer, entrepreneur and success author Dr. Stefan Frädrich in his keynote. He will humorously give tips on how to "Günter", our inner pig dogand trained to become a "quality partner. And Stefan Heinloth, entrepreneur, trainer and coach, shows how management can be integrated into an "Integrated Top Management System". With "What we WEIRD People can learn from hunters and gatherers," cultural and social anthropologist Khaled Hakami delivers a very inspiring contribution that provides lasting encouragement to look far beyond one's own horizons and routines.

The exhibition program and the possibility to register for the virtual expo are now available on www.consense-gmbh.de/expo available. Online registrations for the individual conferences are also already available at www.consense-gmbh.de/expo-konferenzen possible. Participation is free of charge.

AI and communication: What does the future hold for quality management?

Efficient work and successful communication remain the keys to quality management of the future. In "Inspire your management with well-planned management reviews" and "Processes are internal communication", ConSense management consultant Michael Weubel addresses this in particular. The "Acceptance check" for one's own QM system and tips for internal company "QM marketing" complete the toolbox for successful quality management.

With the panel discussion "AI power for your management system" and the QM workshop "Current opportunities and challenges for quality management", ConSense EXPO invites participants to actively exchange ideas among their professional colleagues. Perspectives, opinions and experience reports are welcome and can also be discussed in the digital networking area.

QMS and IMS: From setup to professional user

ConSense's virtual expo has numerous offerings in its program for both QM newcomers and long-time users: from "Introducing a Management System" to measures, workflow, training and qualification management to power user sessions and exclusive consulting hours.

The virtual booths will be open from 9 a.m. to 5 p.m. throughout the show, Tuesday, Sept. 26, through Friday, Sept. 29, and can still be visited the following week. Here, in addition to free downloads, live demos of ConSense software solutions will be offered.

Thinking outside the box: Quality lives from inspiration

"Change and continuous improvement thrive on openness to new things and the courage to break new ground. That is why we have deliberately chosen formats and presentations for this ConSense EXPO that encourage a change of perspective, exchange and fresh ideas. These impulses, combined with many practical tips, accompanied by top-class and experienced speakers, make this QM event so special," explains Dr. Iris Bruns from the management of ConSense GmbH.

This article originally appeared on m-q.ch - https://www.m-q.ch/de/managementsysteme-im-wandel-consense-kuendigt-weitere-virtuelle-expo-an/

The partnership between the travel company Globetrotter Travel Service AG and Swiss Olympic has existed since 2009. Now the parties have decided to extend the cooperation until the end of 2030 and to plan the future together and in the long term. Globetrotter will act as Swiss Olympic's "Travel Agency" and thus remain the official travel partner of the Swiss Olympic delegations. All air and train travel for the Swiss Olympic teams will continue to be organized through Globetrotter's sports travel department branch, which has been located in the Haus des Sports in Ittigen - the current headquarters of Swiss Olympic - since the beginning of the collaboration.

Another pillar of the partnership is to publicize the new "Swiss Olympic Climate Fund" - a climate protection and funding instrument from Swiss sport for Swiss sport, which is currently in the introductory phase. Payments into the Swiss Olympic Climate Fund serve as subsidies for sports associations and clubs for the implementation of climate-friendly measures or projects. In the future, Globetrotter will recommend the Swiss Olympic Climate Fund as a way to contribute to climate protection for greenhouse gas emissions generated during travel when booking sports trips, thus contributing to a more climate-friendly Swiss sport.

Roger Schnegg, Director of Swiss Olympic says: "We are happy to be able to count on Globetrotter's many years of expertise in the future as well. Their employees know the needs of athletes and are flexible to respond quickly to the concerns of Swiss Olympic and the Swiss Olympic Team when it comes to travel and luggage bookings."

Dany Gehrig, CEO Globetrotter Travel Service says: "We are very pleased to be able to plan and handle the diverse travel needs of Swiss athletes with our sports enthusiastic team. The long-standing cooperation and the associated trust in our sports travel know-how makes us proud."

Who still remembers when it was possible to simply muddle along? Without a concept, without consideration of the costs and without a strategy. Those were the days. Just have a slick idea and implement it. Design something beautiful and you're done.

Today, that is no longer possible. The world is more complex, faster and more unpredictable than it was a few years ago. Of course, strategies are needed. But please not for everything! Is nevertheless the meaning of the word according to dictionary an exact plan of the own proceeding, which serves to reach a military, political, psychological, economic or the like. Goal to reach. One tries to calculate those factors, which could play into the own action. Sounds complicated. It is. That's why it's surprising how inflationary the word is being used everywhere.

The proof of the pudding is in the eating

Everyday life is full of strategy meetings in which strategy consultants present strategy papers on strategy change, which are then to be strategically implemented by the subordinates. Preferably by proceeding strategically. This can then be quite exhausting for everyone. After all, it is not everyone's cup of tea to think or act strategically. So why not just do it and try it out, instead of waiting until the strategy is developed or adopted.

Because then it might be too late for action. So be careful the next time you hear the word. And you should be skeptical of people who call themselves "strategists" and pronounce it in German, not only because they torture the local understanding of the language. The German words for this are Stratege or Strategin.

Speaking of English: According to the Oxford Dictionary, the term was "strategy" first mentioned in 1616 in John Bingham's "The Tactiks of Aelian - art of embattailing an army after y Grecian manner". A frequency measurement from the same source confirms that the use of the word first increased before the First World War, then before the Second World War, and since the Cold War it has been continuously used more and is currently experiencing the biggest boom ever. So it's statistical evidence, not anecdotal evidence: strategy has become the buzzword.

No wonder, because there are now strategies for everything, even if they are not strategies and even where they are not needed. It would therefore be desirable if more creative trial and error were to characterize our everyday life again than strategies. After all, we are not at war here, but only in marketing.

* Benno Maggi is co-founder and CEO of Partner & Partner. He has been eavesdropping on the industry for over 30 years, discovering words and terms for us that can either be used for small talk, pomposity, excitement, playing Scrabble, or just because.