"Step right up…..get the ultimate elixir here, the one you’ve been waiting for: one of the industry’s "leading solutions"

The word "solution" epitomizes the worst in business jargon today--especially in the world of information technology and the Internet–but in others as well. I’ve used the word "solution" so many times that I should be lashed to a conference table and forced to watch re-run’s of my former companies’ meetings. Tacking on the word "leading" just adds insult to injury. "Leading solution" according to whom and by what criteria? Number of customers, revenues, profits? Probably not.

"Solution" implies a final answer–as in solving a math equation or a jigsaw puzzle. But rare is the "solution" that completely solves anyone’s particular business problem(s) 100%. If you are a buyer of "solutions," odds are that you’re a bit dubious with respect to what that word connotes. You’re always looking, but you know that nobody has a panacea "solution." You just want something that will help you move your business forward, and you’ll buy if it makes economic sense. The challenge then becomes deciphering truth from vapor. You just wish it wasn’t so painful and laborious–and sometimes expensive. Here are a few quick questions to help cut to the chase:

1. What part (of your solution) works commercially today?
2. What benefits will it provide my business?
3. Where does it work commercially today and for how long?
4. Who can I talk to that uses it on a regular basis?

If the answers to these questions are not crisp, clear, and believable, go elsewhere. Ask these questions first, and you’ll save a lot of time and effort and money in determining if the seller has a product that you need.

On the seller side, why try to fool the market that you have something grander than you do? You are setting yourself up for failure right off the bat. Credibility does count. But apparently, the recent technology meltdown didn’t teach a lot of lessons. Buyers are still hearing about "leading solutions" that supposedly exist today, work commercially, and magically solve a myriad of problems." Oops, you mean it’s not really ready yet, and it only does that?

If you are a seller, a better tact is to tell it like it is: be able to answer the 4 questions above, concretely and honestly. At present, you may only have a couple customers, and the first iteration of your commercial "solution." That’s OK. You don’t have to make excuses that your product is not completely baked and that it does a, b, c--but not x, y, and z (at least not yet).

If you are a seller, never use the word "solution" on your website, in your print materials, in your presentations, etc. Worst case, eliminating "solution" jargon will set you apart from the pack of snake oil types. You sell products that provide benefits. Those products may have different dimensions: physical stuff, software, people services, expertise, etc, but you sell products that provide benefits--not solutions.

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Tom Ranseen NoSpinMarketing 615.383.7157