A keen grasp of the obvious
March 12, 2007 2 Comments
I saw this pathetic example of empty verbal calories in the WSJ today. Read the following sentence and make a mental score, on a scale of 1-100, of the brainpower expended to generate this stellar insight:
“We see consumers as the most important part of the fashion food chain because they are the ones who are ultimately buying the product,” says (I’ll leave out the name and company to spare the embarrassment).
Golly gee whiz – you mean the actual BUYER is the crucial link here? Why, oh why didn’t I pursue that MBA so I’d have been instructed in these finer points!?!
And by the way, am I the only one in the world that actually despises the term “consumer“? I find the term to be demeaning, depersonalizing, and ultimately unhelpful. Problem is, I have yet to come up with a different term that somehow also incorporates the ideas of intelligent decision-making and well as usage. Customer, client, user, purchaser – all of them have flaws and limits as a general term, though they are not as offensive as consumer. Anyone else have ideas for a “consumer replacement”?