Call us crabby if you must, but is it me, or is the marketing industry getting increasingly un-original in its terminology?

Scratch that. Increasingly lazy.

I’ll give you an example.

How many times, in whatever role you have within the business, have you found yourself either reading or hearing the phrase; “…XYZ is at the heart of everything we do”?

The XYZ might be “people”,“data”, “innovation”, or “process” – Anything really! But, claiming anything is “at the heart” is a little over-dramatic, don’t you think?

And, if, AI is indeed at the heart of your business, then where do the humans fit in?!

The other way of looking at this is that the claim isn’t sustainable. If it is being made by a “for-profit” business, then surely actually making a profit is at the heart of what they do?

My point is, that we hear these kinds of hyperbole on a daily basis and, consequently, we don’t even bat an eyelid, let alone are impressed by it

So, the next time you get pitched by an “at the heart” merchant, firstly, don’t trust them to provide you any decent creative services (because they clearly aren’t) and, secondly, see if they need their pulse checked…

Paul Phelps

CEO