DISQUS

David Airey · 2 years ago

To be honest I don't often use the term.

Perhaps it's due to the other definition of the word, that of a mixture of two or more substances, or the process by which a substance is dispersed. Maybe people don't like the dispersion, preferring their problem to be solved using more focused terminology.

It's an interesting question. What's also interesting is your sentence, 'Is the word solution dead on the operating table?' because in medical terms, the word 'solution' indicates the termination of a disease.

Whitney · 2 years ago

Gee, I kind of hope it IS dead because it lost any real meaning a couple of years ago (at least).

I once worked for a marketing manager who had a habit of writing copy in which "solution" appeared at least 6 times on a single page; most of my editing revolved around trying to rewrite sentences without that word. Another word that he used too much (and that I've seen *some* others in software use too much) is "functionality".

As "solution" dies (presumably), and as empty words like "functionality" and "feature" lose favor, we'll probably see a new set of words get overused to the point of non-meaning. My early vote for these words: "strategy," "process," and "tool".

Terry Dean · 2 years ago

I don't use the term solution very often either. And I never even thought about it until I read your postings today.

All businesses provide solutions to people's problems, but it's a rare occasion where the word "solution" comes into any marketing piece I've used. In my opinion you're much better off talking about the problem...and the solution itself.

The word "solution" is a marketing cliche in many cases. It doesn't mean anything in many cases where it's used. Even if it takes a few more words, you're better off being more specific in your statements.

Michael Stelzner · 2 years ago

David - Pretty creative response. I guess that's why you have a creative blog.

Whitney - So how exactly do you remove the word solution?? Any surgical editing advice?

David Airey · 2 years ago

Thanks Michael.

Thought I'd bring your attention to your comment subscriptions. I received your one reply in two separate emails and Terry Dean's notification arrived in between them. I guess there's something up with the coding somewhere.

Michael Stelzner · 2 years ago

Hi David - That is odd. Let me know if you get this response only once. - Mike

Tom Chandler · 2 years ago

The word "solution" died in the USA when Rite-Aid ceased being a drug store and became a "solution." (As in "It's not a drug store, it's a solution.")

Wretch.

The overuse of the word grew so bad with my high-tech clients that I couldn't even hide the eye roll with any degree of conviction.

Everything was (and still is) a "solution" - even things that clearly weren't.

A special shout out to all my homeys who used the word "solution" when they couldn't be bothered to identify the problem...

Kevin Hillstrom · 2 years ago

Bury it!!!

Michael Stelzner · 2 years ago

So folks, what is the "solution" to the overuse of the word solution??

Katie · 2 years ago

How about saying:

"Solve this: stated problem."
"Don't be bogged down by stated problem."
"Get rid of stated problem, once and for all!"

Or use a synonym of the word solution: answer, key, resolution, way out, ...

Ann Handley · 2 years ago

Drive a stake through its sorry little overused heart, I'm afraid...

I'm not sure there's a ready replacement for "solution" that applies in all situations. Rather, just some mindful thought on the part of the speaker or writer who is intent on using "solution" to instead think about what's REALLY going on... and skip the shorthand jargon.

Katie · 2 years ago

"...instead think about what’s REALLY going on… and skip the shorthand jargon."

I'd agree. There are too many companies that only care about selling a product or service, rather than telling the consumer why they need that product or service to solve their particular problem. As a consumer they want to tell a company what their problem is and they expect a simple response to their problem. They want you to solve it, that's why they came to you in the first place. They want a "solution", just make sure you are providing a real one or they won't be impressed.

Jonathan Kantor · 2 years ago

Sometimes we have to have the strength of character and conviction to swim against the tide of popular thinking and do the right thing. This is one of those instances.

I, for one, will continue to use the term "solution". Why? Because that's what the customer understands that they need to solve their business problem.

I understand that as creative people we must continue to change things in order to validate our existance. Therefore we dance around the word, parse it, and come up with some new fangled way of saying the same thing. In the end it's just that. It's a new creative word that means the same damn thing...a "solution".

Instead of being concerned with something that columnist says is fashionable what we "should be doing", why don't you err on the side of the customer and use a word that they understand. Isn't that what we should be doing? What's best for the customer? A novel concept indeed.

For me, I'll don my bathing suit and meet you upstream. The waters just fine up there.

Michael Stelzner · 2 years ago

I did a Google search on "define:solution"

Here is what it says...

"A statement that solves a problem or explains how to solve the problem; 'they were trying to find a peaceful solution'; 'the answers were in the back of the book'; 'he computed the result to four decimal places'"

It seems that readers do understand the word solution.

Jonathan may be on to something here.

If people understand and expect a solution, why avoid the word??

Katie · 2 years ago

I don't think we should avoid the word, but we should make sure we actually provide a solution when we claim we have the solution. I think this may be why the word is dying. Consumers are seeing the word solution and saying to themselves, "Yeah, yeah, that's what they all say." Too many companies use the term fraudulently and have created a negative connotation for the word. It seems perfectly fine to use the term, just make sure you can back it up.

Jonathan Kantor · 2 years ago

Katie -

That's where a case study comes in. There's nothing better than when someone else says that your "solution" works via a testimonial.

Cathy Chatfield-Taylor · 2 years ago

If the classic case study format is:

-Challenge
-Solution
-Results

why do linguistic gymnastics to avoid using the word?

Customers have problems. Vendors/suppliers solve them. White papers tell people how. If solution fits, apply it. Simply, clearly and meaningfully.

Whitney · 2 years ago

Mike, I can only speak from my experience on the editing. In the documents in which "solution" was overused, I didn't remove every instance of it but did try to make use of it more judicious. I strove to cut usage by 50%, because I'd learned that the folks I worked with used that word about twice as much as they needed to. It was a case of knowing my colleagues and their patterns.

In the documents I edited, "solution" was overused out of laziness mixed with insufficient thought and planning. The documents were started too close to deadline, and the authors strove for "good enough under the circumstances". They'd launch into writing with no outline, and couldn't briefly summarize the purpose. They'd lean on words like "solution" because they claimed they "didn't have time" to think about alternatives. The truth was, it wasn't that they didn't have time; they lacked interest and motivation. There was a lot about marketing they liked to do, but writing wasn't part of it.

I used to say, "If your reader remembers only 1 thing...possibly 2...the day after they read this, what do you want that thing to be?" Then I'd make sure that everything from examples to headings to pull quotes to adjectives to the closing paragraph reinforced that thing. And I was ruthless about cutting anything that didn't fit.

Over time, I built a reference list of words and phrases that worked for what we were selling and for our target audience. Because there were some sentences and examples that worked well for us, in the authoring tools I used, I turned that text into my app's version of AutoText. If there was something I wanted to reuse in another document, it was easy to retrieve and I saved myself the time and hassle of having to hunt it down in files or finished pieces.

Not sure if that's what you were looking for, Mike.

David Airey · 2 years ago

Just the one response notification the last time. That is odd. Seems fine now though.

Michael Stelzner · 2 years ago

Hi Everyone - Thanks for the great discussion on this topic!

Whitney - The "I don't have time to do it right" issue is a big one!

Cathy - I relate to you thoughts about just using the word solution

Katie - You have a good point about abusive use of the work solution.

Mike

Barry Kirby · 2 years ago

Does this mean that "Solution Sales" is dead...hmmm, puts a dent in my buddy Keith Eades Book "The New Solution Selling"

Michael Stelzner · 2 years ago

Barry;

I see that Keiths book came out in 2003, the height of the "solution" frenzy.

I think the word is less important now than the concept.

We still solve problems, but perhaps the word solution has been too watered down.

Mike

Rob Kennedy · 2 years ago

Couldn't believe my eyes the other day...went into my local food emporium
and saw a sign hanging above the meat counter..."Halaal meal solutions"
Surely "Halaal meals" would have sufficed? !!

People are just trying to make things sound too fancy these days instead
of focusing on the quality or the service.

"Solutions" is just another hype word similar to ball park, fast track,intervention and so on. Like all the others it will die, given time.

Jonathan Kantor · 2 years ago

Dead huh?

So what's your selection for a one-word replacement for the word "solution"? And it better not be "results", because results can't be guaranteed. At least a company can guarantee that they can provide a "solution" to their customers.

I'll gladly take that bet. I expect that the word "solution" will be around for a long time. You see, business people understand the word and they understand what it means for their business. They're not driven by a bunch of marketing writers trying to win the next clio award in an attempt to be fashionably innovative.

Here's my take on the word "solution":

http://www.whitepapercompany.com/blog/?p=630

Narconon · 1 year ago

The word 'solution' is just that, a word. So many companies have gone on to offer many a solution and have failed to deliver. I think that it's not that the word has gone out but that the companies of today have gone out ethics meaning that they are no longer priding themselves as being able to actually offer their customers solutions. They are more motivated at getting customers to produce income and make more money and giving the costumers the bare minimum. So, the words is not dead, it's the promise of what the words offers that is.

Erick · 10 months ago

Maybe the solution to the word "Solution" is to put it down and walk away for a while. It's like buying a new car... the car you just bought is really not that unique. It's been on the market and car lots for months. You only noticed it after you picked it up and handled it (bought one.) Now that you have it, suddenly you see them all the time on the road. You can do the same thing with the word "and." It's a conjuction but there are other conjuctions you could use. Is it really a thorn in our side or just a sudden realization of how close it is to us each and every day?

Matt · 8 months ago

I think the real question is: why is my non-ownership of someone's product, or non-use of someone's service viewed as a "problem"? My wants, needs, and desires (even in a business capacity) are not necessarily problems.

Contrary to an earlier post, the word "solution" is not the word that I key on to understand company X can "solve my business problem." The word makes me cringe. It is a mistake to believe my need is a problem to be solved. And what arrogance to think that the word "solution" is the only one a customer understands!

To the author of that post: let's suppose you manufacture pens, and I am a writer. I need a pen to write. I go out and buy yours. But it is not a solution, it is only a tool to help me write. A true "solution" would be for you to give me $100k a year so I no longer have to write.

Kontador · 8 months ago

I just googled for " a better word for solution" and found this article. After doing a bit of my own thinking for I cam up with the word "methodology" as a replacement word. Now it may not always be appropriate but for what I am busy with I am not going to my client with the word "Solution" in my initial presentation as for me it creates the feeling that I have the perfect solution already for my client. Sales people are so often criticized for not understanding the clients business they are selling to. But if I use the word "Our methodology" it could work as an intelligent way of selling the solution as a methodology can be improved with understanding. So it is kind of like saying I do not fully understand your business, I have to in a way co-develop the "solution" with you. This indicates keen interest to put the effort into understanding the clients business first. This assessment could be a freebie and after going through this process I would be more comfortable using the word solution when I see them the second time around. I would have done my research, be more confident and I would have made sure they are in agreement :-) Ok.. back to work!

Matt · 8 months ago

I don't think there should be a single replacement for the word "solution" otherwise that word will become just as overused. I think best judgment should be used to select the appropriate word for the circumstance. If a company is selling a product, use "product"; if it is a service, say "service". If it is a combination of both, say "products and services." Or, better yet, call it by what it is (the product name, it's description, etc.)

Case in point: I was just on a product website that used the word "solution" 22 times. The name of the product was only used 12. I would have cringed less if the web page author used their product name more frequently, or at least picked up a thesaurus, and found synonyms for the word "solution."

The bottom line is, when I'm looking for a product to fill a need or desire, don't call it a solution. Because first, not having the product is not a problem on my part, and second, the product doesn't "solve" anything. See my pen example in the post above.