Make strong statements about your software or technology solution without using meaningless buzzwords.

Technology marketing often includes the words below to position a solution above competitors. Yet, these words are overused, weak on meaning, and often can’t be proven.

Innovative

This means, “the act of introducing or the state of being introduced,” according to the dictionary. Your technology may actually be innovative; however, all other technology companies are innovative to some degree or another. Since it’s the nature of technology companies to innovate, you’re just doing what is the most basic, expected level of work in your industry. Being innovative doesn’t set you apart from all other tech companies. [Read more…]