This is the latest entry in a series that examines business buzzwords, helps readers understand them and offers alternatives.

Big. Such a small word for something so ... well, large, shall we say?

The English language gives us quite a few ways — large, sizable, great, jumbo, mega, substantial, immense, enormous, extensive, colossal, massive, mammoth, vast, tremendous, gigantic, giant, monumental, mighty, gargantuan, elephantine, titanic, mountainous, whopping, humongous — to indicate a greater order of magnitude. But none has the punchiness of big, which comes to us directly from Middle English with the original meaning of "strong, mighty."

I set out to explore why certain uses of big in business made me uncomfortable, such as Big Data, Big Pharma and "too big to fail." How about "Massive Data" or "Mega Pharma"?

And why is it that it feels perfectly natural to refer to small business — such as "in the small business market," yet it feels a bit odd to say "big business." I'd prefer "large corporation" or "large company." Major also works in this context.

Yes, big can be quite common or ordinary sounding, which is also one of its appeals. There's nothing fancy about big. That's why the famous variety show host Ed Sullivan always added an adjective to promise TV viewers a "really big show." And bang, there were really big acts like The Beatles or Elvis on stage.

No big deal

When said with a sarcastic tone, big deal becomes quite an effective putdown. One can dismiss almost anything with a bored-sounding big deal.

I can remember rampant use of big deal in high school in the 1960s. I think it was part of the whole suburban preppy motif to pretend to not be impressed with or afraid of anything.

So there's a test in physics today, big deal. New shoes? Big deal, I have a closet full of them. New steady date? Big deal. Used to dance with me.

Variations of the expression still in use today include no big deal or no biggie.

Of course, in business, sports and real estate, one would have to be a bit careful about using the phrase in a sarcastic manner, because there are deals being made daily that really are big. Or — in the case of our incoming president — huge, which comes to us from Old French, and is definitely bigger than big.

Thinking big

While those who think big are admired for their ambition, if you just talk big you quickly lose your audience. One doesn't get to the big leagues on talk along.

As a final thought, wouldn't it be odd if instead of there being big and small businesses, there were big and little businesses?

See you next month with another commodious look at buzzwords in business.