On the cutting edge.

I was recently reading about a brand’s biggest challenges — as defined in an RFP invitation.

In it, the organization was lamenting the fact that their biggest challenge was finding — and staying on — the cutting edge.

But does that perceived organizational challenge match with the customer’s expectation of the service?

The goal — perhaps unrecognized — was that if the organization simply delivered their service through newer technology that it would be inherently successful.

A misunderstanding and misuse of idioms to impress rather than inform.

The cutting edge is a phrase too generic to be useful.

It is a remark that demands forward momentum at the expense of correcting existing service problems.

To find the edge, first ask your customer where they are standing.


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