Such as paradigm shift, which invokes images of disruptive innovation, which is jargon for stuff changes quicker than the masses can adapt.
In an ideal marketing world view, visionaries exploit the gap that is created by paradigm shifts and early adopters buy those products that the visionaries sell into it.
Except the language isn’t right. Paradigm Shift is a phrase coined by Thomas Kuhn to “describe the nature of scientific revolutions, or fundamental changes in the basic concepts and experimental practices of a scientific discipline.” (Wikipedia, n.d.). Marketers have assumed the phrase to sell something. A bit like Imagineering and Entertrainer. *shudders*
It just makes us sound a little more knowledgeable when we use phrases and specifications that then promote questions, allowing us to demonstrate that we have a lot of knowledge. The less appealing alternative is that we profess that we don’t know much about the subject matter and have to refer back to base to get the answers.
There are many shades of grey in between however, such as using language that the customer can understand completely and arrive at their decision without feeling like a fool. Using the customer as a point of reference for our language and conversation is the only way to start a relationship with them that stands a higher chance of using us to provide their solutions for a long time to come.
This is hard work. It is achieved by obtaining a deep understanding of not only the customers required solution, but of the technology, physical and intangible product and service elements of the solution and then finally the solution itself. All of this is coloured by the environment in which the solution is to be used. Only then have we earned the right to communicate and ‘sell’ the solution to the customers.
We are addicted to finding the next killer app, the gap opened up by advances in technology. If we look at it from the customer’s view point and understand what they are trying to achieve then we create a relationship that should last.