This is probably less insight, and more of just a flippant observation.

My wife and I were watching some college basketball last night. During which, we saw an ad for Carrabba’s, one of our favorite places to eat. Toward the end of the commercial, Johnny Carrabba says, “This may be the best Italian food you’ve ever eaten.” (or something very close to that)

You might think that was a pretty conceited thing to say. But my wife turns to me and says, “That’s probably true the way he said that. He said it ‘may’ be the best.” I was shocked. Not that my wife would make a great observation. She does that. But this is the same woman who rolls her eyes as I critique everything from TV ads to the fonts selected in a restaurant menu.

But her observation got me thinking of how simple it was to make a remarkable statement (This may be the best Italian food you’ve ever eaten) without sounding conceited. Compare this to most of the marketing that is out there today.

By the way, I have to say their Pollo Rosa Maria Chicken IS one of the best Italian dishes I’ve ever had. And they consistently deliver on that promise to me.