Our industry is full of great ideas and new ways to engage prospects. And every now and then, something comes around that changes the industry. In 1997, who would have thought we needed another search engine? And then along came Google, which not only changed the search industry, but in many ways has changed the world. However, this example is more the exception than the rule.
Our industry is drawn to new ideas and new technologies. But, often times, we're also drawn to mere buzzwords that confuse our clients and don't necessarily provide much value. So, to protect the innocent, let's take a look at an array of fictitious companies that you're reading about in the latest headlines -- but aren't necessarily adding any value to the industry.