Empty Words = Empty Promises

A sentence like "This ultimate design unlocks the full potential of urban living" makes the headline, even though words like unlock, ultimate, and transform don't really mean anything.

Why do we use it and how does it work?

We use it because it's safe. You're promising everything while not committing to anything specific. It's like someone telling you "I'll make you the happiest person" instead of "I'm going to listen, even when I'd rather be right."

So, you fill in what happiness means in your perfect version, and of course that doesn't match their reality of it, hence the constant disappointment.

The truth is specificity is expensive. It forces you to solve actual problems.

But it's also the only language buildings understand.