:: Adjust your language ::

The other day I was watching a commercial by Sun Microsystems. In it appeared the slogan that has become Sun's official mantra: "Sun. We put the dot in dot-com". In case you don't remember, this was Sun's 1999 attempt to look hip back when the dot-com frenzy was still a frenzy and not a lame duck.

Many "big and serious" companies wanted to look more start-up, more dot-com and what they did was hire campaignists (worth the funding of a whole dot-com-pany, BTW) who were supposed to make them look small, swift and start-up-ish. Even Comverse and Motorola had ads out that shouted "we're small, we're start-up".

But isn't it time to re-adjust your language? I mean - "dot-com" doesn't (or at least shouldn't) sell these days. So please, Sun, Cisco, Check Point and Commverse. Take back your marketing dollars. These days it's not hip to be a start-up. It's cool to be who you are. Big and steadfast. I would suggest something like: "Sun. We take the dot out of dot-com"?

BTW, The same goes for the 1999-ish hebrew phrase: "A wicked (METORAF) start-up". As in: "I have a wicked start-up: Let's go to the beach." or "Ice-cream with vanilla sticks? What a wicked start-up!".

In this case it's time to adjust your language as well. So - This year say: "I have a big heavy and boring company: Let's stay at home and watch TV", or "Moving to a new apartment? What a big heavy company!".

Wicked. (I do love the Naked Chef, so here's another one: Jolly Wolly)

Wadi Writer #2 (Blue)
WadiList@mail.com

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