Friday, August 10, 2012

When things start losing meaning

There must be a guy who first started using the word 'marketing'. Now folks from my parents' generation talk about any brand initiative that disgusts them as 'marketing'.

There must be someone who defined the term 'networking' and showed its importance. Now everywhere people are out to 'network'. And very often, rather uncomfortably.

There must be someone who first used the words 'fine jewelry'. Now most jewelry brands, whatever the hell their offerings, say 'fine'.

What do you do when big and important concepts start losing meaning? Why did these concepts become meaningful in the first place?