Thursday, April 05, 2007

To The Next Terrace of Purgatory

Just as way too many companies are "thinking outside the box," there are far too many firms promising to "take you to the next level." When I see this phrase on a website or in any other medium, I automatically assume that the company employing the phrase is so behind the times they are not worth investigating. They are "pushing the envelope" and "exploring new frontiers." They are "scaling new heights" and "reaching beyond."

They are full of shit.

We were supposed to have gotten rid of this lame jargon after the first dotcom bust, back when every startup thought a foosball table was mandatory furniture, when smoke and mirrors were the items for sale.

If your company is really so new and innovative...PROVE IT. Start by abandoning the tired clichés that describe your services.

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