Leading the market in lazy adjectives

It’s surprising how hard it appears to be for most companies to find quantifiable reasons why they’re any good. Take a look at any corporate brochure or ‘About Us’ page and you’re likely to find some of the biggest waffle in the company’s marketing output. The biggest giveaway, and a good place to start in improving matters, is the word ‘leading’. The adjective is almost meaningless, yet some companies don’t even have the confidence to go this far, and resort to using ‘one of the leading‘ or ‘among the leading‘. I’m not suggesting they’re not ‘leading’, but is that really the best they have to offer prospects?

Take a look at a big press release repository and cringe at what appears to be the almost mandatory use of the word:

Take a look at a big press release repository and cringe

If a company is truly the ‘leader’, what does that mean? Why can’t they bring themselves to say what they do mean? There must be something better about them than that.

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