By some weird journey down a rabbit hole, I ended up on a promotional video for a small conference that someone was providing at a hotel in London the other day.
I think there was something like 17 uses of the word ‘amazing’ in the video which lasted about 120 seconds.
Everything related to the venue and the conference and the speakers and the attendees and everybody was amazing and fantastic and exceptional and unbelievable and brilliant.
A continued and excessive use of exaggeration like this makes me want to stop listening (I actually more or less did) and should not have been watching in the first place.
But it made me think that it would be a lot better to try to attract people whose problems you would like to solve and who you would like to join your tribe by depth and engagement and stories and empathy and collaboration.
As we shout louder and louder that everything is brilliant, the people beneath us that are doing the work that’s good are winning in the longer term.
Blog Post Number - 3019
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