The Most Overused Word in Technical Marketing

What's the most overused work in technical marketing?

Would you guess "collaboration"? "proven"? "open"? "scalable"?

Nope. In my view, "solution" is the most overused word in technology product marketing. Why? I've identified two main reasons, which I'll describe later. But, first, a confession: I have contributed to the solution epidemic.

I've actively marketed a product with the word "solutions" in its name (Sabre Business Travel Solutions), and I've referred to my company's products as "solutions" as well.

However, a couple of years ago, when I received a press release from a new partner and realized that "solution" was mentioned 17 times, I diagnosed the epidemic and began my research.

Behind the Epidemic

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Wendy Gibson is the Chief Operating Officer for Skywire Software (www.skywiresoftware.com).