Buzzwords exist for a reason.  They are a shorthand way of expressing a complicated concept.  Words like “next-generation” and “advanced” are ways of saying that your product is better.  Not just a little bit better, a whole lot better.  It’s like a generational gap, it’s so much better.  It’s no wonder we want to use them.  Saying “next-generation” is a whole lot easier, not to mention briefer, than trying to describe how your database returns queries much faster because the underlying architecture is fundamentally different than your competitors, or how your deployment and ongoing maintenance costs are much lower than other solutions in your space because of your deployment model.

Unfortunately when you use those generic terms, you force customers to interpret what you mean when you say them.  Does “next generation” mean faster, slower, cheaper, more expensive, easier to use, harder to use, contains more features or contains fewer features?  Your customers might interpret that in any of those ways and make a purchase decision based on that.  If your product really is next generation, you probably have some great reasons for customers to buy.  There are no good buzzword shortcuts to creating great value propositions – you simply have to do the work.

If you think your prospects know exactly what you’re talking about when you say your products are “innovative”, you’d better test that assumption.

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