Ban the Word Best

…in marketing. 

The word best has no place in marketing or in any conversation when trying to describe an idea, product, service or thing. Yet, it happens very regularly because it’s such a powerful word. And it’s a short cut. It’s a way of getting to the punchline of a joke without going through the trouble of telling it. But have you ever noticed how a joke is super funny to one person and doesn’t at all strike a chord with another? The same goes for your idea, design, meal or service delivery. Best is shaped individually from individual world views and the individual stories people tell themselves. And the suggestion that your thing is the best implies that everything else in this category is flawed in some way and that somehow you have solved all of the problems associated with this thing. And even if you did…which problems need solving in the first place? The Google Pixel and the Apple iPhone are both the best for someone…but not for everyone. 

The more effective (yet far more challenging) approach when describing your thing is to define it’s unique position in the world with true stories that will emotionally connect with some people. Your job is to find an audience which values these individualities as much as you do. To them, your idea is the best. But you never claimed that spot…they did.