Tim Cook and the Danger of Overusing Superlatives
When you watch the video, listen to the number of superlatives CEO Tim Cook used in his speech. Over and over he stressed how “incredible,” how “amazing,” how “exciting” the new products are. This technique is highly ineffective.
Superlatives are for the most part, empty words. And when they are overused in a speech, they undermine the speaker’s message and credibility.