I did an interview recently with a person I consider pretty smart, but I found myself starting to cringe as I kept hearing the dreaded phrase,”Take it to the next level.”
I’ve no idea where this phrase comes from, but it has this slightly uncomfortable pick-up line feel to it that I’ve had little luck getting past. In biz-speak, it seems to be used whenever someone is referencing improvements or enhancements.
“We plan to take this product to the next level,” people say, and far too often.
The real problem with this phrase is it lacks any substance. When even slightly jaded people hear about something going to the next level, they start thinking the plans are vague or non-existent.
In marketing a product, you’ll get far more mileage from avoiding empty phrases and just flat saying, “Our next version will add 25% more capabilities, and be twice as fast.”
THAT “next level” has substance.