I am forever telling clients that there are many words that are so overused as to be meaningless. Being a ‘leading solutions provider,’ ‘innovative leader’ or ‘award winning’ does not differentiate you nor add anything to your PR or marketing copy. In fact it can diminish your credibility. It certainly makes my eyes glaze over.
The most common word (used 776 times in press releases in a 24 hour period) is ‘leading’ followed by ‘solution’ (622 times). Innovate / innovative / innovator was #4 on the list.
So please peoples, take a buzz saw to the buzz words and find more creative ways to express yourselves.