Cliches are usually/ often mocked and derided. (See list below.)
My take on it is that cliches (in a business sense) is really just the art of business grappling with becoming a science, and cliches become the language of the emerging science. Cliches are not bad because they are popular sayings, they are only bad if they don't add to the clarity and understanding of a discussion. Cliches only risk being a distraction if the through overuse the familiarity means that people don't listen.
I don't deny that some people go overboard - every wannabe consultant usually wants to coin and own a new buzzword that will become their point-of-difference, but that is price worth paying for progress.
Where would we be without the cliches such as "point of difference" and many others?