What is it that you DO?

I read somewhere that job titles are becoming more “fluid.”

Which feels like a polite way of saying… none of us really know what we’re doing, we’ve just given it a nicer name.

As someone born in the 80s, I’m still trying to process this without opening Excel for comfort. We had normal titles. You knew what people did. There was structure. There was clarity. There was… peace.

Now it’s “Head of Vibe,” “Chief Happiness Officer,” “Head of Opportunity”… and I’m standing there, wondering if I’ve accidentally missed a rebrand or just lack imagination.

Because while the titles got more creative, the way we work quietly turned into something else entirely - part group chat, part therapy session, part “can everyone see my screen?”

It’s back-to-back meetings that could have been emails, emails that turn into meetings, and Slack messages that start with “quick one” and end with a full existential crisis. It’s five people “owning” something and no one actually doing it, while everyone politely “aligns” on next steps that remain beautifully unclear.

And somehow, out of all that, we’re expected to present progress like it’s been calm, intentional, and fully under control.

Which, for the record, it is not.

It’s being held together by WiFi, calendar invites, and a shared understanding that we are all just… figuring it out.

So yes, call it whatever you like. Add “global,” add “strategic,” add “vibe” if you must. I’ll still be here… doing the unglamorous bit in the background and pretending it’s fine.

But if my daughter comes home one day, after her very expensive, very impressive degree, and tells me she’s “Head of the Happy Club”…

I won’t judge. I won’t interfere. I’ve grown.

I’ll just look at her… slightly tired, slightly proud, and slightly confused… and ask:

“…what is it that you actually do!?”