The majority of marketers, especially those marketing services, refer to what they’re selling as a “solution.”
You’ve heard it: “What we do is provide a solution that enables our users to blah, blah, blah, blah.”
Every product, every service is attempting to be a solution. Coke solves our need for thirst-quenching and taste. Oracle (supposedly) solves all our legacy system issues. The iPod solves our media issues.
Please stop using this word to describe what you’ve got to offer. It is becoming the most meaningless word in the world.
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Hmm – asking everyone (everywhere) not to use a word because it has become overused doesn’t seem like a very effective… well, solution.
Well, if everyone is offering a “solution,” then the best way to stand out is to call your solution something different. When a word is overused, then it starts losing its effectiveness.