Simply put, I loathe the six-letter phrase, “taking it to the next level.” In sales, it’s a euphemism for, “we want more.” That’s only a three-letter phrase and more concise. So why is the phrase, “taking it to the next level” used at all? It’s a mind-bending tactic for the recipient of the idiomatic expression. No one wants to appear greedy. Though that’s exactly what a person means when the phrase is uttered.
Donald Judd,“(is) one of the most significant (American) artists of the twentieth century. His radical ideas and work continue to provoke and influence the fields of art, architecture, and design.) {Judd Foundation.org} He fully understands what the next level is through his works of art, such as the one above – Untitled (Stack), 1967.
So how is it that the next level has been watered down to avoid the obvious? Easy. The English language of today has metamorphosed into the cultural milieu of anything goes – as long as it does not offend. And to say to a sales rep, “Hey dude. We want more!” isn’t as acceptable as saying, “taking it to the next level.”
Our society has softened in so many ways. Being a cigar broker, I have seen the nicey, nicey way this industry has gone, as has the entire Western Culture. You can’t say this or you can’t say that, the cigar reviews are friendly descriptive essays written with a candy-coated lilt so as not to make anyone bitter – because you might offend.
Say it like it is!
Look at Judd’s work and ask yourself, “Is he looking for more?” Do the green steps beg for more? What is the next level? One step up. It is not offensive but it is clear, to the point, and pleasant to look at – even to contemplate. Think about it. What does one do once he or she reaches the final level? (Make another cigar? Ouch. I can be SO snarky.)
IrvCigarBroker 