Has anyone else noticed the chronic overuse of the word ‘exciting’? It’s generally used in conjunction with ‘new product’, and usually serves to leave me underwhelmed. What can possibly be exciting about a new type of duster? As long as it does its job efficiently and doesn’t cost a bomb I’m happy with that – but excited? Never!

So here we are product developers; if you and your advertising people really must use THAT word, then perhaps perk up your products a bit. General rule of thumb; if you can buy it in a pharmacy and it has ‘wings’ it’s probably not exciting, that is, unless when you open the box out pops a magic flying suit. THAT would be exciting. If it comes in a jar and is used to add to strips of chicken because you can’t be bothered to cook a proper meal on a week night, it’s not exciting. But if on opening the jar, Genghis Khan and his hungry hoardes pop round with their ponies, and you wonder if it might be ethical to ask them if they wouldn’t mind babysitting, THAT’s exciting.

Incidentally, the Croquet Club in Portishead have organised an open day this spring. And because they are likely less miseducated than most, they are inviting punters to try out their ‘intriguing’ sport. Hurrah! They recognise that sedentary can only ever be intriguing, not exciting (unless there’s a bust-up because someone’s cheating). You know what, it might be worth turning up just to thank them for not misusing THAT word.

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