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Communicators are always looking for clever ways to explain things. In the age of hyperbole, straightforward explanations are rarely enough. To get noticed ideas need to be clever and catchy.

I know this because communicating in spoken and written word is what I do for a living.

A friend recently sent me a description of a speech entitled, “The New Normal.” I’d seen that phrase before. Heck, I’ve used the phrase before.

My friend thought this title (and he didn’t know the presenter or content of the presentation) would be of great interest to leaders. I agree: we’d all like someone to explain what normal means these days. We want to believe there actually is an identifiable normal.

The problem is that there is no new normal. Normal means standard, regular, or usual. I believe that business–and culture in general–is changing so quickly that we don’t reach a period of stasis that becomes regular or usual in the typical sense of the words. (And leaders grapple with the fact that their organizations do reach stasis and that prevents them from adapting to change.)

Some years ago David Reynolds wrote a book with a title that has always stuck in my mind. It is catchy, but I believe it more accurately explains business and life than “the new normal.” His book was “Playing Ball on Running Water.” This captures the incessant change we face each day. Of course Heraclitus said something similar much earlier when he told us nobody can step in the same river twice.

If I really wanted to torture words, I’d saw abnormal is the new normal. It is a nonsensical, yet I bet you understand what I mean.

This hope that we can identify normal is a subset of magic bullet thinking, the belief that something (or someone) can provide the ultimate answer, cure or solution. Life is much more complex and, in the end, success requires doing the necessary work. There is no magic bullet nor is there a normal that a leader or anyone else can wrap his or her arms around. And, as I write about in Up, Down or Sideways, there are things that we can and should do that will benefit us regardless of what does happen.

If you’re like me, you don’t really like uncertainty. I’d like to know what is going to happen and what to do about it. I’ve made  peace with the need to experiment, track results and use agility to adjust or abandon my approach as need. Agility and speed, as I’ve written before, are tools for dealing with a lack of normalcy.

“The New Normal” is appealing, but in my experience, it is a myth. On a few rare days there might be a “new temporarily normal,” but on most days I have to accept that I’m playing ball, doing business and living my life on running water.

While editing a promotional piece for a friend’s new book, I was reminded of how hard it is to get attention. The copy had a liberal sprinkling of words like “secrets,” “inspirational” and “profound” and phrases like “life-changing” and “don’t miss.” It also used many exclamation points.

I empathize with the difficulty of writing things that get read. Unfortunately having something worthwhile to say isn’t enough if you can’t cut through the clutter and get the reader’s or listener’s attention.

Here’s the problem: we add to the clutter trying to cut through the clutter.

When you emphasize everything you emphasize nothing. Exclamation points lose their impact!

We live in the age of hyperbole. As someone once said, everything squared equals nothing squared.

We are deluged with so much information that we tend to pay attention only to the perceived exception. Another sales book? Ho hum. Secret Persuaders: How to Morally Use the Immoral Techniques of Bernie Madoff to Get What You Want. Wow–I’ve got to check that out!

Or consider endorsements. “This is a truly thought provoking book and beautifully written.” So? “This book contains information previously hidden from mankind. Reading it will change your life, raise your IQ,  improve your health, help you lose weight and make you infinitely desirable to members of the opposite sex.” Now that might be worth reading…

Regrettably only the exceptions get noted. That means that marketers, advertisers, writers, et al are attempting to make everything an exception, whether or not it truly is.

I have a new guideline I use. I offer it for your consideration: take exception to the exceptions.

While I think most of us are increasingly skeptical of over-the-top claims, we might forget that the hot copy or enticing wording is often nothing more than repackaged sameness. We have to work harder than ever before to do our due diligence. When something seems hyperobolic, it probably is. Let the exclamation points direct you to more closely scrutinize the claims being made.

I just read (or more acurately skimmed) a bestselling business book that was purported to be truly ground breaking. Sorry. The ground had been plowed many times before by many others and plowed better, but this author had the advantage of a huge social media network and a few hyperbolic endorsers. (I’m getting fewer requests to endorse since I actually want to see the book in question and am unwilling to say anything about a book I couldn’t defend to a purchaser.)

Taking exception to the exception challenges me not only as a consumer but as a creator. How do I balance intellectual honesty against marketplace demands? Writing a book, staging an event, giving a speech or rallying a cause are relatively easy compared to getting noticed. What claims are we willing to make in the pursuit of getting attention?

I don’t know. I’m asking more questions than I’m providing answers.

Hyperbole has always been a communication pitfall, but our networked world and interconnected social networks have leveraged the amount and audacity of hyperbole exponentially.

Everything is exclamations! Really! It’s true!

I’ve written lots of ad copy during my various careers. I know that people love to read about “secrets” as they apply to wealth, health and fame. “Secrets” is a hot word in the world of ad copy. Usually the use of the word is attention-getting but harmless.

Lately I’ve become perplexed at the hyper foisted on people by those who claim special access to “secrets” and “hidden knowledge.”

Consider: once a secret is shared, it isn’t a secret anymore.  And hidden knowledge? If someone has found it, it is no longer hidden.

Knowledge and information can be obscure,  hard to find, not commonly known or ignored but by and large, there is little that is truly secret or  hidden. Generally such claims justify a high price tag by the holder of this hidden/secret knowledge or information.

It would be prudent to note that just as gravity can make your jaw drop, claims seemingly too good to be true aren’t. Guys like Bernie Madoff remind us of that, but our memories, it seems, are short.

To be useful, information doesn’t need to be hidden or secret. It needs to be valid and used.

The best repository of useful information, neither hidden nor secret, is the public library. The greatest warehouse of knowledge in any community is typically the public library. Do you have a card? How often do you visit?

The internet certainly gives access to lots of information but one must judge the accuracy and validity of information found online. I’m consistently skeptical and try my best to substantiate or refute the interesting things I find online and want to talk or write about.

My advice for the day: stop looking for the secrets and hidden information. Beware the man, woman or company that tries to sell you that hype.  Instead, study the great books, ideas and principles proven by time and then do the hard work of applying them to your life and situation.