The Best Ever

Dear Every Company Out There,
Please stop touting your newly released products as "the best ever". If you make it a practice of releasing less capable products as the years pass, you will quickly find yourself out of business. The very fact that you're releasing anything new says your shiny new product is "the best ever". Please stop telling us. If your products don't speak for themselves, you're doing something wrong.

I'm not sure where this practice started, but the first time I remember encountering it was sadly Steve Jobs. I say sadly because, in my not so humble opinion, this stain is the single trait in Steve's marvelous presentation skills that tarnished his otherwise pristine delivery. Sure, the first time he said it the expression was somewhat endearing. The second time, though, I remember thinking, "Did he just say that again?" Then he said it again, and again, and again, and again... and again.

So, if you're tempted to adopt this man's presentation proficiency, please discover the things he did so expertly and lay "the best ever" to rest with the best ever.

Sincerely,
Your friend who wants your advertising to be as fresh and new as your products