Inspired Ideas

I hate words and expressions that people in business like to use over-zealously:

We need out-of-the-box thinking.
Let’s push the envelope on this one people.
I want scalable damnit.
Wait hold on, what’s the value proposition?
Hmm I heard someone say brand promise, maybe we need that?

I once thought talking like that was cool. If I was to succeed I would need to “walk the talk, talk the walk” or something like that. I’m confused. So much for that path to success.

But I soon realized that most people used it as a veil to disguise their incompetence. Every time I hear someone talk like that my mind recites Eminem:

“Nowadays everybody wanna talk like they got somethin to say
but nothin comes out when they move their lips;
just a bunch of gibberish…”

And the same was true when I was reading an article on the new Equinox ads, here’s what their senior director of marketing had to say about the work done by Fallon:

“This new campaign is so strategically sound and out-of-the-box that it will exponentially fill the marketplace on its strength.”

Who the hell talks like that?!

Oh wait, I know! The creative director for Equinox, that’s who, this is what they had to say:

“We wanted to push the envelope. We wanted to shock but not offend, to make people think.”

Oh yes, now I totally understand what you were trying to do.

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