Years ago, when I was a junior analyst at JupiterResearch, a colleague wrote about how “more than 20 companies” had implemented some fantastic new strategy.
One problem: they had miscalculated. While they’d counted 21 companies using this strategy, the data check revealed exactly 20 did. But the print layout was already complete (yes, we printed and mailed paper reports), and changing “more than 20 companies” to “twenty companies” broke the design.
That’s why, in 2003, JupiterResearch clients read about a brilliant new tactic being deployed by “more than 19 companies.”
You’d hope this kind of ridiculous construction is rare, but I see it all the time. This week, at the US Open, I noticed Tiffany & Co. bragging they’d proudly crafted the tournament’s trophies “for over 36 years.”
Note to this promotion’s copywriters: we know that this means 37 years. Saying “over” or “under,” or “more than” or “nearly,” only really works with round numbers. When you use these constructions with non-round numbers like 36 or 19, you just sound silly.
So congratulations, Tiffany & Co., on nearly four decades of crafting US Open trophies. Next time, just say it that way.