Or so it seems from all the marketing copy I’ve been reading and editing lately. When asked what they do best, companies continually answer:
We execute.
When asked what differentiates their company from the rest; what they excel in, they say:
Execution.
What concerns me about this is that, if you take their meaning to be that they “get things done” and that they “excel in the implementation of their solutions to customers’ problems,” that’s not really something to brag about, is it? That kind of execution barely keeps you in business, let alone propelling your company to the front of the pack.
Therefore I must consider: are these companies doing some side jobs for the mob?
I know that’s not what these companies mean, but seriously – come up with something original to do, and an original way to express what you do, or I will assume that you’re whacking people in the back room.
On a lighter note, all this talk of execution makes me think of the almost-fate of Bartholomew Cubbins, the 500-hat-wearer of Seuss fame. Check out the book if you’re bored; it’s one of my childhood favorites.
