I was reading my shiny new Make magazine #11 last night and found this nugget:

{ProductX} creates empowering tools that let me fulfill my potential to help others to fulfill theirs.

The product itself is cool: it’s like a CNC machine for milling wood, which would be a blast to use. But, the language of the ad is bullshit. What I don’t like about it is the use of the corporate voice: it’s indirect, de-humanizing, and uninspiring.

So what is the advertiser really trying to say? Can you say it better?