Examining Revolutionary

revolutionary. it’s one of those words that marketers and advertisers abuse on the regular to distinguish a product. a revolutionary new way to take care of your x, y and z needs. a word that belongs with brilliant — for its revolutionary way of making me cringe every time i hear it pitched! and why is that? because smart consumers aren’t easily impressed with words that communicate scarcity, performance off the charts and the like. these are actually flat and ordinary claims. two reasons for this. educated consumers understand that few things deliver as advertised and that being exceptional is rare. i do wonder, however, about the undeniable appeal of something that’s truly revolutionary. i definitely advocate free trials and demos as a way to prove and promote unusual qualities. revolutionary digs deep into the american psyche and satisfies a primal need for dissent, upheaval and freedom. screw that x, y and z for standing in my way. we’ll see who ends up on top. americans are so programmed in this spirit, they will convince themselves that the most trivial of pursuits deserves a good battle. which is exactly why consumerism and revolutionary have developed such a tight brotherhood.