At some point — long, long ago — someone would say “bull in a china shop” and you would actually picture the scene. Here’s this bull, all big and mad and energetic. But he’s in a dainty little shop filled with delicate plates and teacups. You can picture it, you might even chuckle a little. And you would definitely remember that conversation.
But hear that same phrase today? You’d get the point, but the message doesn’t stick nearly as well. There’s no imagery to make the point extra clear. You register the phrase and what it means, but the benefits of the metaphor are washed out. You might as well be saying nothing. You basically are.
This is what a cliche is. And they’re insanely common in business. And they’re making you terrible at your job. Terrible? Yes. Talking in empty cliches makes you — and the things you say — forgettable.