Marketing hype language to avoid with the analysts

One of the nifty aspects of blogging is that past articles can be improved over time. For example, When hype can go overboard and hurt credibility was originally posted on February 19, 2008. Today it was updated with a list of terms that trigger analysts’ hype alert function. Take a look and please leave a comment with your favorite hype terms that should be deleted.

Why the update? The other day on Twitter I saw a tweet from Forrester’s Jeremiah Owyang “When vendors say they are “top tier” or “industry leading” ask them to cite the source proving that -or ask them to remove it from the PPT”. After I re-tweeted it, other analysts joined in with language vendors should delete. Thus the inspiration to compile a list of hype language and added it to the post.


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