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Becoming allergic to words like "content," "assessment," "outcomes" — ultrabroad smart-speak with a veneer of precision that can mask a lack of insight e.g. "We're producing new [stuff] and honing our [way we figure out if it works], always with an eye to [the stuff we want]."
If you say "content" too much, you may not know your product. If you say "assessment" too much, you may not know (or want to share) what your product should be expected to do. If you say "outcomes" too much, you may not know (or want to share) what the actual value add is.
Tracking the value — "keeping your eye on the ball" — seems like a skill that can be built w/ practice. Is "outcomes" a placeholder for something, or a large set of somethings? If the latter, phrases like "dramatically improved outcomes" can be *true* while hiding some nastiness
It's the cognitive equivalent of holding the cups down when someone's trying to make you play a verbal shell game. Sometimes they're trying to deceive you, but often they're just trying to sound knowledgable/successful while remaining opaque. Clarity = rope to potentially hang by
"in terms of"
I did that to the extreme and certain audiences just didn’t trust it. Like specialized edtech investors or “strategic” big name people in the industry.
I switched to use words like assessment or outcomes with them and voila. No misunderstandings or distrust. 
Not surprised at all! AFAICT, much of the world still runs on early filters that aren't any more sophisticated than basic pattern-matching. Criteria like "sounding like an edtech guy" can eliminate one category of imposter, but IMO it shouldn't generate much confidence
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