Companies in crowded markets try to differentiate their offerings by coining a new product category for their products or services. For example, a CRM firm might try to make its product more exciting by calling it a “sales enablement platform.” Shrug. 

This bait-and-switch strategy forces the marketing team to waste customers’ time defining the new buzzword and convincing them it’s relevant. Customers don’t care about “buzzwords du jour.” Smart companies avoid abstract discussions of product categories and instead focus on how their products and services can help the customer be more successful.